Exponential growth focusing on the foundation

Achieved exponential growth (+450% online revenue growth YoY) when we slowed down and focused on the basics—a cohesive brand image across all digital spaces for a more cohesive consumer journey with the brand.

Brand Manager

Implemented a cohesive brand aesthetic and tone throughout the entire consumer journey. Everything from photoshoots to organic social posts and captions to paid ads media and messaging to email strategy and aesthetic to the website content and collections.

Digital Marketing Manager

Tested new marketing angles among various platforms to identify scaling opportunities. Then evaluated data and implemented a larger, more cohesive strategy based on winning campaigns throughout all our marketing efforts for a more cohesive consumer journey. Took data and new ideas to our photoshoots to capture new and improved looks for the upcoming season in each platform—everything from social to paid to email to the website.

Problem:

Sara Weinstock was unable to scale her DTC jewelry business. She tried paid ads (Meta & Google) many times and continually failed to see profitable results. As a result, she focused solely on social media and website hoping for whatever organic traction came her way. The jewelry industry is extremely competitive and brands—both in the fine jewelry industry and cheap material industry—spend hundreds of thousands of dollars to be seen.

So how can we scale profitably in such a competitive market?

Process:

First thing first, find success in paid ads like Meta & Google.

To do this, we studied findings & winning posts/audiences in our organic efforts. We also shared our Klaviyo subscribers to our paid ads channels so that the database this insight and could create look alike audiences and retargeting efforts with this information.

In Google, to find the most success immediately, we started by focusing on branding efforts. We wanted to our money to go as far as possible starting out and making sure we get the lowest hanging fruit. The idea was once we started seeing results, we would expand.

Now we know who we’re targeting and what messaging we should start testing. Next, think about seasonality — what season are we in, what image/persona are people relating to right now? At the time, it was Q4 2022, so we focused on gifting imagery and holiday decor. This worked!

Great, now what about budget? How much are we spending and where are we allocating it?

Well, we know the brand is new, so the amount of spend going to our branding efforts in Google was slim.

In Meta, we wanted to be strategic with our spend. Remember, our goal was to show results and then expand once we see success. So we started with a 70/30 split: retargeting/prospecting respectively. This way, we knew our money was being spent wisely showing immediate results first.

We also spoke with the client candidly about what her overhead and COGs looks like. This allowed us to understand what is a profitable ROAS for the brand. From there, we knew that if we spent say $5k in the month, we needed to achieve an 3x ROAS to be profitable. We laid out different spend/revenue options based on 3x ROAS and the client was pleased.

Shortly after we saw success, we scaled marketing efforts and re-allocated spend accordingly. We quickly moved to a 60/40 split in Meta, and expanded more in Shopping in Google. After about a month, the client saw a 3.5x return on $15k spend.

Success.

Now we built trust with the client, and we can build out non-brand efforts in Google, and we just allowed for us to test more audiences/messaging in Meta.

What’s next?

A cohesive strategy across all digital efforts.

Final Results:

In Q4 2022, we saw immense success in our paid & email efforts for Sara Weinstock. Specifically in gifting content with 1-day free shipping messaging.

Q1 is typically a slow season for most of our e-commerce clients, however, due to Sara Weinstock being a jewelry brand, we knew we needed to continue throttling the gas. With Valentine’s Day and Mother’s Day right around the corner, we prepared accordingly with the information we have.

It started with a photoshoot in Jan. 2023. We captured bold red colors with sparkling, stunning jewelry, jewelry pieces in their boxes with a Sara Weinstock bow on it showcasing the idea of opening a piece from Sara Weinstock as a gift.

We used this content with branded Sara Weinstock messaging as well as 1-day free expedited shipping in our organic social, paid ads, and website. We also strategized email launches leading up to Valentine’s Day reminding consumers of the big day coming up. With gift guides, bundles, last minute shopping messaging, we captured more revenue in February 2023 than the client had ever seen. A growth of 500% year over year.

Great. Now prep for Mother’s Day while keeping sales consistent.

We ran brand awareness ads/organic posts as well as general gifting messaging as well. This funnel kept sales consistent throughout our down-beat between Valentine’s Day and Mother’s Day.

We also tested new audiences during this time and found a few new winners we got to target in our Mother’s Day campaign.

Meanwhile,
Photoshoot —> channel prep —> email strategy —> launch.

Mother’s Day showcased the same positive impact. We were on a high with 450% year of year growth.

A few months go by relatively slow. We decreased spend in paid ads to maintain our profitability.

We launched a Vault Sale in the Summer to clear out inventory for new launches. To be as profitable as possible, we used only product shots for this launch and urgent branded messaging. We ran this sale across all channels and saw a 120% increase in conversion on the site.

Overall, in 2023, we found that Sara Weinstock has her seasonality, but with the right goals and budget, we can find success YoY with cohesive messaging and campaigns throughout all platforms.

We grew revenue 450% from 2022 to 2023 with an increase in each channel.

Her followers grew 78% in the year as well, so we know her brand is on track to becoming a leader in the industry.