Jewels of Success: How Pilothouse Boosted a Women's Jewelry Brand's Purchases by 1,548% in 4 Months
Introduction
This popular women's jewelry brand, founded in 2021 in Victoria, B.C., is driven by a passion for self-expression through jewelry. Co-founders Reena and Chris blend their skills—Reena's expertise in photography and design with Chris' business acumen—to create accessible, beloved pieces that deeply resonate with their customers.
In search of profitability and scalability, the brand partnered with Pilothouse. This collaboration delivered remarkable results, as outlined below.
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Summary of Results
The Kickoff
The jewelry brand was already well-established but faced challenges in acquiring new customers, stabilizing campaigns, and meeting performance goals.
In January 2022, Pilothouse took over their account, recognizing untapped potential. At the time, the daily ad spend ranged from $100 to $300. Pilothouse's strategic approach grew this to $3,000 to $4,000 per day, delivering significant profitability and market growth.
The Strategy
Restructuring the ad account
When Pilothouse first began, the account's frequency was higher than optimal, leading to audience fatigue. Pilothouse adjusted this while implementing an audience matrix to better target potential customers. Through lookalike audience testing and interest stacking (e.g., targeting complementary brands), they found winning combinations that boosted engagement and performance.
They also corrected an over-firing tracking pixel, which had been skewing data. Fixing this resulted in improved accuracy and higher ROAS.
Optimizing Creatives
Recognizing that the brand’s accessible jewelry could appeal to a wide audience, Pilothouse tested creative formats, including green-screen video explainers. They leveraged promotions, such as the brand’s Valentine’s Day Sale, to further optimize high-performing products and scale those campaigns.
Creator-Generated Content
Creator-generated content (CGC) played a crucial role in driving performance. Pilothouse's Studios team tested multiple creators and content angles, ultimately finding a winning formula that accounted for over 30% of the brand’s revenue in a single month. Once successful creator ads were identified, Pilothouse expanded the strategy by working with similar creators to maintain momentum and continuously grow the brand's presence.
Pilothouse Studios
Creator-generated content (CGC) plays a vital role in the creative mix for all clients, particularly for brands like the women's jewelry brand, where the audience has a strong personal connection to the brand and its products. The Pilothouse Studios creator team experimented with various creators & content angles until one creator's ads outshone the rest. One of these winning creator ads accounted for over 30% of our client's revenue in a single month.
Once winning combinations of creators and angles are identified, the goal is to replicate that success. This entails a strategic initiative to identify and collaborate with creators who have similar personas, creating a diverse yet cohesive pool of engaging content. An effective creator strategy enhances women's jewelry brand's brand presence by leveraging each collaborator's strengths, ultimately driving continuous growth.
Check out some of our favorite creator ads ⬇️
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The Outcome
Thanks to the combined efforts of Pilothouse and this women's jewelry brand, their growth trajectory has skyrocketed. Their commitment to crafting meaningful jewelry continues to resonate with their customers, ensuring lasting success in the competitive market.
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“I think about my business in the shower and it seems like you do too, and I love that because that's where a lot of the success happens. There's never a day in which I don’t feel aligned.”
