Breaking online sales records during a global pandemic
The Client: Marli New York
Marli New York designs high-end jewelry pieces for women who call the world their home. Hand-crafted rings, bracelets, and necklaces made of 18 karat gold and responsibly-sourced diamonds are adored by women across generations. W.Bradford planned and launched a creative holiday and luxury brand marketing campaign to boost online sales for the design brand, in addition to building the brand’s follower base across social media channels.
Spark Holiday Sales Amid a Global Pandemic
The luxury jewelry brand asked W.Bradford to develop and launch a holiday campaign that showcased the versatility of its pieces with effortless styling and stacking ideas. Ultimately, the holiday campaign should encourage online purchases and in-store visits, especially among gift purchasers. The campaign would be launched during the COVID-19 pandemic, so content should be smart, creative, and tasteful in order to resonate with target audiences during a sensitive time.
Winter Wonderland, Reimagined
Already familiar with Marli New York’s audience, W.Bradford recognized an opportunity to inspire customers with a campaign that celebrated the magic of adventure. Our luxury brand marketing team organized and managed a photo and video shoot inspired by picturesque ski slopes, glamorous chalets, and blissful mountainside retreats. Stunning product shots displayed beautiful pieces from all of Marli New York’s jewelry collections and how they can complement one another to spur cross-selling opportunities.
The “Mix & Match” holiday campaign transported homebound audiences to the slopes for the adventure of a lifetime — a welcomed distraction during the global pandemic. Social media and email marketing content presented styling recommendations inspired by the audience’s passion for travel and style in a bold new way. The campaign shared jewelry combinations for daring days on the slopes, relaxing days indoors, and intimate occasions anywhere in the world, resulting in record-breaking holiday sales for Marli New York.
W.Bradford also recognized an opportunity to establish the Marli New York brand’s relevance with influencers, further accelerating the campaign’s success in generating online sales.
Record-Breaking Holiday Sales
The “Mix & Match” campaign generated strong engagement among audiences across all marketing channels. Follower counts grew across Instagram, LinkedIn, Facebook and Twitter, affirming the strength behind the campaign’s visuals, copy, and calls to action.
Website metrics, particularly those related to online sales, saw the most significant growth as a result of an intelligently-designed campaign landing page and the luxury brand marketing campaign. The total number of website visitors and average time spent on the website increased across the board, contributing to major rises in transactions and revenue.
Here are some highlights from the holiday campaign:
increase in ecommerce conversion rate compared to previous holiday campaign
increase in online transactions compared to previous holiday campaign
increase in revenue via online sales compared to previous holiday campaign
social media impressions
new organic social media followers
average email open rate