The Brief

Belleza Jewels, based in India, enlisted our expertise for a strategic overhaul of their underperforming Shopify store sales. Recognizing the need for a data-driven and creative approach, we started with an initial assessment of Belleza Jewels' online presence and marketing channels. From the outset, it was clear that Belleza Jewels had been relying heavily on traditional marketing strategies, with limited engagement from their target audience. Our audit identified structural and technical shortcomings in their Shopify setup and marketing strategies, offering quick wins once we streamlined and restructured the accounts. Armed with this insight, we set out to build the creative strategy they needed to grow.

Here are some of the goals we aimed to achieve:

• Distinctive Content: Develop captivating ad content to draw in both existing and new audiences.

• Scale Meta Account through Creative: Elevate their Meta account’s scale and impact through a creative-first strategy.

• Leverage Native-Speaking Creators for Market Penetration: Harness the influence of native-speaking creators to seamlessly expand into diverse markets.

• Successfully Launch New Products with GTM: Execute impactful product launches on the back market research, particularly highlighting their latest jewelry collections and exclusive pieces.

  
  

The Approach

Performance

Initial Phase

In the first few weeks, we focused on refining Belleza Jewels' paid search and social media accounts. We restructured their Meta account, scrapping the existing setup and relaunching with a lower budget. This allowed us to incrementally increase spending while optimizing the return on ad spend (ROAS). This approach helped in targeting a broader audience and enhancing ad performance.

Campaign Consolidation

Post-restructuring, we consolidated the campaign structure to address audience overlap and budget allocation issues. This led to more efficient budget use, broader audience reach, and improved ROAS. Additionally, we implemented event matching, which provided accurate ad performance measurement and better targeting of users who had previously shown interest in Belleza Jewels. These changes resulted in a significant performance boost and set the stage for future growth.

Bid Strategy Alignment

A crucial part of this success was aligning bid strategies with business goals. Switching Belleza Jewels' Google campaign from eCPC to tROAS improved their ROAS by 41%. This change allowed real-time bidding optimization based on desired returns, ensuring efficient ad spend aligned with business objectives.

Advantage+ Split Test

We conducted a split test between Advantage+ and manual campaign setups. Advantage+ outperformed the manual setup, yielding an 87% higher ROAS. This result, achieved with a balanced 50/50 budget split, led us to adopt Advantage+ for standard conversion campaigns, ensuring more effective budget allocation and enhanced ad performance.

By implementing these strategies, Belleza Jewels saw substantial improvements in online sales and overall market presence, reinforcing their position as a leading affordable luxury jewelry brand.

Creative

Creative strategy was essential for Belleza Jewels, especially considering the initial challenge of relying solely on product renders and animations. To address this, we kicked off a dynamic product photoshoot, capturing eye-catching visuals of our top-selling jewelry pieces. Featuring real people wearing the jewelry in everyday settings added authenticity, which significantly enhances the appeal for potential buyers.

To maintain a steady flow of engaging content, we produce around 40 creative assets each month, including videos, imagery, and user-generated content (UGC) sourced from our network of creators. This UGC has proven invaluable, leading to lower cost-per-click (CPC) rates while dramatically increasing click-through rates (CTR). By showcasing genuine customers enjoying Belleza pieces, we create relatable content that resonates with our audience.

Additionally, our monthly assets support Belleza’s diverse product launches. Whether introducing fresh designs, unique color variations, or exciting collaborations, thorough project planning ensures we have a wide array of ad creatives ready for each launch. This proactive approach keeps our campaigns lively and adaptable, ultimately driving successful product launches and enhancing brand visibility.

The Result

As a result of our comprehensive creative strategy, Belleza Jewels achieved remarkable success, scaling their revenues by a staggering 10x while simultaneously boosting profits. Here's a closer look at the highlights of our strategic efforts:

- Enhanced Spend Efficiency in a Competitive Market: We significantly scaled up our ad spend, all while increasing acquisition efficiency within the highly competitive jewelry market.

- Order Volume and Revenue Surge: Orders skyrocketed by 3x, resulting in a 2x increase in revenue. This impressive growth underscores the effectiveness of our targeted campaigns and engaging creative assets.

- Optimized Search Non-Brand Campaigns: By fine-tuning our search non-brand campaigns, we enhanced the overall sales funnel. This optimization led to approximately 30% of total orders originating from non-brand search efforts.

- Increased Pmax Campaign Efficiency: We strategically shifted the budget allocation within our Pmax campaigns, increasing the split on the Shopping network from 30% to 68%. This adjustment maximized our reach and engagement, contributing to the overall success.

Through these strategic initiatives, Belleza Jewels not only scaled their business but also carved out a significant presence in a cluttered market, demonstrating the power of a well-executed creative and marketing strategy.