Increased jewelry studio sales by implementing a comprehensive social media promotion strategy

Details

Client
Jewelry design studio jewel-box.com.ua.
Task
Growth of awareness of the jewelry brand and interest in products and to increase traffic to the site from Facebook, Instagram, and Vkontakte.

What was done:

  1. An audit of communities was carried out, based on which we formed a new approach to content generation.
  2. We developed a monthly ad campaign plan for Facebook and Instagram. Launch of work to promote brand communities in these social networks.
  3. Strategic analysis of competitors’ market and promotion results;

Result:

  • The number of subscribers has increased 10 times.
  • Reach – 50 times.
  • The number of requests for rings has increased by 7 times.

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Full text of the case↓

Problem

The client (jewelry design studio) needs to ensure that the target audience reaches outside the page, which will attract visitors, views, and interactions with the content.

As a result of the increase in reach, we predicted growth of the recognition of the workshop and interest in specific products in the form of requests for cost, timing, and receipt of orders, calls to contacts on Facebook and Instagram.

SMM tasks

  • Communities promotion on Facebook and Instagram;
  • Publications reach;
  • Traffic to the site from Facebook, Instagram, and Vkontakte;
  • Consulting on content and photographic materials;
  • Strategic analysis of competitors’ market and promotion results;

Solution and implementation

Audited communities for:

  • content;
  • the presence of contact information;
  • the presence of active interaction buttons (go to the site, work schedule, address and map);
  • content plan and schedule of publications;
  • level of involvement.

Based on the audit results:

  1. We formed a new concept of content-support of pages, removed typical content, aphorisms that are not related to the studio;
  2. We worked out new formats and styles of images. We formed terms of reference in size for high-quality display on all devices, the style of new photos was selected: they left the black background, the obligatory presence of the logo.
  3. The obligatory presence of texts involving the interaction – mentioning with tags the profiles of customers, partners, indicating addresses and contacts. Publications with questions and dialogues with subscribers. Mandatory responses to comments from the Alchemica community.

People coverage: 781. Published December 2015.

Published December 2015.

People coverage: 3 455. Published July 2016.
Published July 2016

4. We formed a schedule of publications, depending on the peaks of the presence of subscribers. We determined the frequency and time of publication based on the peak of audience presence. Based on the results of experiments with the number of daily posts, we selected an effective frequency for the project – no more than one publication in two days.

Results

Results

Results

5. We developed a monthly ad campaign plan for Facebook and Instagram. Promotion objectives: evenly ensure the promotion of publications, the Facebook page, and traffic to the site.

6. For the promotion of publications, the strategy of choosing a post with an absolute maximum in terms of organic reach and engagement indicators was used, which made it possible to significantly increase the reach of publications and behavioral characteristics (likes, reposts, and comments).

7. In the promotion of the page, we added active buttons, addresses, and phone numbers of the studio.

8. We launched advertising campaigns with the goal of Clicks to the site.

Ads “Clicks to the site” were optimized both by CPC and CPM, which resulted in the cost of going to the jewel-box.com.ua website not higher than $ 0.06, which, according to Facebook, was the most effective result in this target audience and niche.

Ring gallery

Ring gallery

Page promotion

Page promotion

Video promotion

Video promotion

Canva

Canva

Canva

Canvas

9. The strategy of changing and applying new ad formats applied monthly, the impressions of which separately focused on:

  • acquaintance with the assortment;
  • acquaintance with the studio;
  • involvement (creation stories, ring aura, etc.);
  • remarketing, audience of site visitors;
  • audience of competitors;
  • lookalike audience;
  • various formats for viewing devices (desktop/mobile placement).

10. A control system for the product catalogue has been developed for the timely change of images in ads.

Result 

  1. Page Subscribers
  • September 2015 (start of promotion) – 800 subscribers;
  • September 2016 – 8 927 subscribers.

Increase – ten times

 Increase - ten times

2. Number of comments/requests on Facebook Page:

Average daily number of messages like Price? Order conditions?  – 4-5/day, up to 180/month on Facebook

Number of comments/requests on Facebook Page Number of comments/requests on Facebook Page

The total number of comments is up to 10/post/day.

3. Reach – the number of users who see the Page content in the news feed:

  • Organic reach  increased  by five times.
  • Average reach/day September 2015 – 150 users/day.
  • Average reach/day September 2016 – 800 users/day.

 

Reach - the number of users who see the Page content in the news feed

  • Total reach  increased  50 times  with equal monthly budget.
  • Average reach/day September 2015 – 290 users/day.
  • Average reach/day September 2016  – up to 1200-1700 users/day.

    Reach - the number of users who see the Page content in the news feed

4. General page metrics:

All Facebook metrics for a business page have been in constant positive dynamics throughout the year.

General page metrics
5. Impact of social networks on conversions to targeted actions on the site:

In 12 conversions per month, according to the last action – a direct visit to the site, in the chain preceding it, there are transitions from social networks.

Impact of social networks on conversions to targeted actions on the site:

 

6. Impact of promoting Page posts in Ads Manager on organic reach.

  1. At the time the advertising campaign stopped, the organic reach of the page, along with paid reach, had dropped to zero. Also, the indicators of the level of user calls and organic page subscriptions fell.
  2. The number of reactions in the form of both comments and reposts in the period when posts not promoted is also zero:

Impact of promoting Page posts in Ads Manager on organic reach.

Like, Share, Comments
7. The growth of conversions on the site for advertising from the Vkontakte network

  1. An advertising campaign was launched with ads showing to the previously collected audience of competitive companies, communities with related interests.
  2. As a result, within a month, the number of page views with contacts on the site increased by 91.67%, from 12 to 23 transitions;

The growth of conversions on the site for advertising from the Vkontakte network

Connect the service “Business Promotion in Social Networks” from ADINDEX →