Client Background:
An established jewelry manufacturer known for its gold, silver, and diamond collections. They had strong retail partnerships but wanted to grow their direct-to-consumer online brand — especially among younger customers looking for trendy, lightweight, and occasion-specific jewelry.
Problem Statement:
Despite having a wide product range, the brand was perceived as traditional and didn’t resonate with millennial or Gen Z shoppers. Their social media engagement was low, and the website had a high bounce rate. They needed fresh, visual-first content and trusted endorsements to stay relevant.
Service Provided:
We executed an influencer marketing campaign targeting fashion-forward creators on Instagram and YouTube, with a focus on styling content, wedding inspiration, and festive looks.
Solution Provided:
- Influencer Collaboration:
- Onboarded 12 fashion and lifestyle influencers, including wedding stylists and bridal bloggers.
- Influencers created content wearing jewelry for events like weddings, parties, and everyday wear.
- Visual Storytelling Strategy:
- Created content themes such as “Bridal Look in Budget,” “Office to Party Jewelry,” and “Festive Styling in 2 Minutes.”
- Formats included Instagram Reels, carousel posts, YouTube Shorts, and Pinterest Pins.
- Personalized Promo Codes:
- Each influencer received a custom discount code, e.g., “NEHA20,” to track conversions.
- Promos encouraged urgency with limited-time deals and special collections.
- Behind-the-Scenes Content:
- Influencers shared their jewelry unboxing experience, design details, and why they trust the brand.
- Boosted relatability and trust for shoppers unfamiliar with buying jewelry online.
- Repurpose Strategy:
- High-performing Reels were boosted as Instagram ads.
- Influencer images used in emailers and festive campaign banners on the brand’s website.
Execution Details:
- Campaign Duration: 15 Days
- Platforms: Instagram, YouTube, Pinterest
- Influencers Engaged: 12
- Content Formats: Reels, Shorts, Carousel Posts, Pins
- Target Audience: Women (22–35 years), Tier 1 & 2 cities
Results Achieved:
- 760K impressions across platforms
- Engagement rate of 5.2%
- 980 new followers within campaign period
- 380 redemptions through influencer codes
- 3x increase in wishlist additions on the site
Client Feedback:
The client was thrilled with the new brand perception. They reported increased footfall in showrooms and greater D2C interest, especially during festivals and wedding season. They appreciated the evergreen content library built from the influencer assets.
Key Takeaways:
- Influencer marketing brings emotional connection and trust to high-value purchases like jewelry.
- Styling-based content performs well during festive and bridal seasons.
- Leveraging multiple platforms (Instagram + YouTube + Pinterest) helps reach broader yet relevant audiences.
- Promo codes help track ROI while offering added value to buyers.
