Jewelry Brand
The Challenge
IPPOLITA, a well-known name in the luxury jewelry space, sought to scale their ecommerce sales while maintaining their high-end brand image. Despite their prestige and artistry, the brand faced significant challenges in growing their online presence:
High competition from other established luxury jewelry brands in the digital space.
High customer acquisition costs (CAC), which made scaling difficult in a competitive market.
Low online conversion rates for luxury items, which often require a longer sales cycle and a deeper level of engagement to convince shoppers to purchase.
Maintaining exclusivity: As a luxury brand, IPPOLITA needed to maintain its premium feel in all digital interactions.
"We’re known for our craftsmanship and artistic designs, but translating that into online sales was a challenge. We needed a partner that could help us maintain our brand’s exclusivity while driving significant ecommerce growth," said Kaitlyn Seigler, Director Of Ecommerce at IPPOLITA.
Our Approach
To address the challenges faced by IPPOLITA, we crafted a multi-faceted strategy that blended AI-driven advertising optimization with a luxury-focused digital experience.
Key Components of the Strategy:
Audience Segmentation for Affluent Buyers: We segmented IPPOLITA’s target audience based on detailed data, focusing on affluent women, collectors of fine jewelry, and luxury shoppers who appreciate artisanal designs. This allowed us to deliver tailored messaging that emphasized IPPOLITA’s unique craftsmanship and exclusivity.
AI-Powered Creative Testing: We utilized AI to dynamically test various creative ad formats, focusing on product shots that highlighted the fine details of the jewelry as well as lifestyle visuals showcasing the pieces in sophisticated settings. Ads featuring artisanal craftsmanship and limited-edition collections saw a 30% higher click-through rate (CTR) compared to more generic product-focused ads.
Luxury Landing Page Enhancements: We optimized IPPOLITA’s landing pages to reflect the brand’s luxurious nature, incorporating high-quality visuals, interactive elements, and a seamless shopping experience. These improvements reduced bounce rates and encouraged deeper engagement with the products.
AI-Driven Bidding Strategy: Leveraging AI, we implemented smart bidding strategies that dynamically adjusted based on customer behavior, ensuring that the budget was allocated efficiently to high-intent buyers, which maximized return on ad spend (ROAS) while lowering customer acquisition costs.
The Journey
Month 1-6: Laying the Foundation
In the first six months, we focused on establishing a strong foundation for IPPOLITA’s digital marketing efforts:
In-depth audience research helped us identify affluent customer segments most likely to engage with IPPOLITA’s luxury offerings.
Creative experimentation allowed us to identify which ads and visuals resonated most with IPPOLITA’s target audience, leading to a significant increase in ad engagement.
Established baseline metrics:
ROAS: 4.5X (compared to a 3X industry benchmark for luxury goods)
Conversion Rate: 0.5%
Cost Per Acquisition (CPA): $223.60
Month 7-12: Refining and Optimizing
With a clearer understanding of what was working, we optimized the campaigns and fine-tuned the strategy:
Creative evolution: Ads that emphasized the craftsmanship behind IPPOLITA’s pieces outperformed others, resulting in a 25% increase in conversion rates.
Landing page enhancements: By simplifying the user journey and highlighting the luxury elements of the products, we reduced cart abandonment by 20%.
Smart bidding optimizations further reduced CPA by 40%, driving more efficient spending and higher profitability.
Key metrics after 12 months:
ROAS: 6.2X
Conversion Rate: 0.6%
CPA: $134.16
Month 13-18: Scaling with Precision
In the final six months, we focused on scaling IPPOLITA’s campaigns while maintaining profitability and brand integrity:
Advanced retargeting strategies: We introduced retargeting campaigns for users who had shown interest but didn’t convert, which increased conversions by 18%.
Influencer collaborations: Partnering with influencers in the luxury fashion and jewelry spaces drove significant organic traffic and brand awareness, contributing to a 20% increase in new customer acquisition.
Key metrics by the end of the 18-month campaign:
ROAS: 7.8X
Conversion Rate: 0.7% (a 40% increase)
CPA: $96.15 (a 57% reduction)
Revenue: $4.68 million generated from $600,000 in ad spend
6,240 conversions with an average order value of $750
The Results
By the end of the 18-month campaign, IPPOLITA saw extraordinary growth and optimization results:
ROAS: 7.8X, generating $4.68 million in revenue from $600,000 in ad spend, significantly exceeding the industry standard for luxury goods.
Conversion rate increased by 40%, reaching 0.7% — a notable achievement for the luxury goods market.
Cost per acquisition (CPA) dropped by 57%, from $223.60 to $96.15, ensuring scalable, sustainable growth.
6,240 conversions with an average order value of $750, cementing IPPOLITA’s online success.
Client Testimonial
"The team’s data-driven approach allowed us to not only scale our online sales but also maintain the essence of our luxury brand. Their attention to detail and ability to adapt their strategies to our needs truly set them apart," said Kaitlyn Seigler, Director Of Ecommerce at IPPOLITA.
Continuous Improvement
Our partnership with IPPOLITA reinforced several important strategies that we’ve applied to other luxury brands:
Focusing on craftsmanship and exclusivity: Showcasing the artisanal quality of products through highly targeted messaging helped drive higher engagement and conversions.
Optimizing for affluent buyers: Segmenting audiences based on wealth and fashion preferences ensured that the right message reached the right customers, resulting in more efficient ad spend and higher returns.
Conclusion
Our 18-month partnership with IPPOLITA demonstrates the power of combining AI-driven strategies with a deep understanding of the luxury jewelry market. We helped IPPOLITA achieve:
7.8X ROAS, generating $4.68 million in revenue from $600,000 in ad spend.
Significantly lowered customer acquisition costs, ensuring scalable growth in the competitive luxury market.
Higher conversion rates, turning interested shoppers into loyal buyers.
Looking to scale your luxury brand’s digital presence? Let’s discuss how our tailored, data-driven approach can deliver similar success for your business.
