Sales Driven Meta Ads Campaign | Kiya Corrales Jewellery
Client Overview - Who are they?
Kiya Corrales Jewellery is an independent Jeweller known for beautiful and unique jewellery designs, particularly specialising in blue green sapphire engagement rings. With a strong focus on craftsmanship and individuality, Kiya aimed to increase her reach for her brand and engage with a broader audience on Meta platforms such as Instagram ads and Facebook ads.
Objectives - What did they want to achieve?
Kiya Corrales Jewellery wanted to increase brand awareness and increase online sales for their ‘ready to ship’ green sapphire engagement rings. This client was initially curious to try Google ads, but after a discussion about their goals and marketing budget, they instead opted to try Meta ads instead. The objective was to create engaging, highly targeted advertisements on Meta platforms such as Instagram, Facebook and Threads.
Strategy Development - What did we do?
Our team utilised existing demographical data from Kiya Corrales’ social media followers and their email list to develop an ad campaign that was relevant, engaging and aligned with their brand image.
We developed a lookalike audience and retargeting audience as well as setting up a new cold audience that utilises Meta’s AI algorithm to find and place the ad in front of users that were considered most likely to make a purchase.
We set up Meta Pixel and custom event tracking software on their website so that we could measure the results of the campaign effectively.
We continuously optimised the campaigns based on real-time data feedback and provided weekly updates to the client.
We also provided comprehensive reports detailing campaign performance metrics.
A/B testing – The interesting stuff!
Our campaign was split between male and female audiences with specific messaging that was relevant to them.
Male audiences were targeted with the message “put a ring on it!” and “looking to pop the question?”, whereas female audiences were targeted with “a little hint could go a long way…” and “Could this be your dream ring?”.
After testing these two audiences, we found that the male audience were most likely to make a purchase 90% of the time.
We decided to remove the female audience all together and our conversions dropped by 30%.
This led us to believe that our female audiences were more likely to show the ad to their partner, who then proceeded to make the purchase. As a result, we re-added the female audience and our conversion rate increased again allowing us to achieve a similar conversion rate as before.
We utilised a very low budget ad spend of £5 – £7 per day.
Performance Metrics Analysis:
We measured the following key performance indicators (KPIs):
- Link Clicks = 8,113
- Impressions = 389k
- Cost per click = 24p
- Add to carts = 40
- Click through rate = 3.04%
- Ad spend = £2,343
- ROAS = £21,885 (+ 831.7%)
Results Achieved:
The ad campaigns generated over £20,000 in ROAS within 4 months on a low ad budget of £5 – £7 per day.
We successfully engaged both existing customers and new potential buyers through effective targeting strategies on social media. This also resulted in an increase of social media followers by 20%.
Brand awareness of Kiya Corrales Jewellery’s ‘ready to ship’ green sapphire engagement rings was increased as online sales increased.
The client also increased the quality of their email list with new prospects and new customers through regular form submissions on their website.
Client Testimonial:
“I’m really happy with the results, it was great to see it all laid out in a report. I had customers contact me with really positive feedback about the ad campaigns. I’d highly recommend We Do The Marketing!”
Conclusion:
This case study exemplifies how strategic digital marketing and engaging Meta ads can significantly boost brand visibility and sales for niche products like those offered by Kiya Corrales Jewellery. By leveraging detailed audience insights combined with creative advertising techniques, the team at We Do The Marketing successfully delivered exceptional results for our client’s business growth objectives.
Team collaborators:
Edward Kelly – Chartered Marketer & Director
Kyle Johannessen – Meta Ads Manager
Looking to run Meta ads for your jewellery brand?
Get in touch with us today to discuss your brand goals and let’s see if we’re a good fit!