Seventy Seven Diamonds sells high quality diamonds and jewellery made specifically to order. With direct access to over 70% of the world’s finest polished certified diamonds, they deliver delicately crafted, high quality rings, earrings, bracelets and necklaces inspired by modern, classic and vintage design.
CHALLENGE: To build brand awareness and generate sales outside of the UK market.
SOLUTION: A combined search and social media approach.
A targeted search campaign, adapted for each of the target markets, was launched on Google.
This was supported by the set up and management of a brand Facebook Page. The page includes product pictures, information regarding the important qualities to look for in a diamond and exclusive offers for people who “like” the page. To keep people coming back, entertaining content relating to news and events featuring diamonds and jewellry, such as celebrity engagements, the BAFTA’s or Valentine’s Day was posted on a daily basis to generate conversations, comments and queries from existing and potential customers.
A Facebook Ads campaign targeting men and women in the 25-45 age range, according to their relationship status and interests, was launched to drive awareness of the Facebook Page and build the fan community.
RESULTS: The result was a marked increase in international enquiries and sales. The Facebook Page had more than 7,000 fans and growing by mid 2011.
All was achieved at target CPA or lower.