Sybella Jewellery has a slightly more mature demographic than other jewellery brands we had previously worked with. In our audience testing strategy, this was a great data point for us to start with. Our first step was to build a set of campaigns that allowed for simultaneous testing. As Sybella Jewellery was already selling products through a different medium (via wholesale), we also used data from this to extract product trends.
Once we were able to identify clear winners from each of our tested variables, we were able to build scaling campaigns at higher budgets that allowed us to build a foundational acquisition campaign. The purpose of this campaign is to acquire as many new customers as possible at the greatest rate/lowest cost possible. This strategy would also allow us to cycle in new products and creative assets as they presented themselves as “winners” from the ongoing testing.
Alongside this foundational structure, we built a sequential retargeting system that focused on nurturing the new customers who had not purchased on their first interaction. This was done by segmenting audiences based on their stage in the customer journey, and allowed us to show Sybella’s audiences targeted content and offers based on how close they were to the purchase.
The final part of our overarching strategy was to build a strategy that increased Sybella Jewellery’s customer lifetime value. To do this, we built a series of robust post-purchase campaigns that allowed us to stay in front of past purchasers to promote up-sells, cross-sells, and new products.
As jewellery brands in general often do not feature “unique selling propositions”, it can be hard to reliably attract customers in a direct response system. To overcome this, we ensured our messaging and audience selection were working in harmony. Last but most importantly, we had to qualify that the aesthetics of the ads were strong enough to accurately portray the beautifully-designed Sybella Jewellery and the essence of the brand.
