Case study · Retail & food

Erstwilder: digital marketing for collectible Australian jewellery.

They have a dedicated following who love their creations, so needed the best way to speak to their fans. Considering their lofty goals for progression throughout Australia and the US, it was our capabilities and previous results that impressed them enough to engage with us.

Sector: Retail & food
Service: Digital marketing
Channels: Facebook · Instagram

Digital marketingCampaign delivery

Hands arranging jewellery and craft materials on a table.

The challenge

What needed to change.

Erstwilder designs collectible jewellery with a dedicated following of fans across Australia and a growing audience in the United States. New ranges, products and events launch regularly, so every campaign has to come together on a tight timeframe.

In the back half of 2019 the business came to us to talk about its social advertising. The agency it was working with at the time was not getting the most out of the channel. Opportunities for growth were going untapped, the advertising was not following best practice, audience targeting was limited and not producing the results the team wanted, and the copy and design of the ad creative needed work.

Approach

How the work took shape.

We set priorities and goals from the very beginning, so the team could see clearly where growth was possible and which existing issues needed fixing first.

New campaigns were launched early and immediately showed improvements across every metric. From there, optimisation was based on the data throughout the life of each campaign, so return on ad spend could be scaled rather than left to chance.

The advertising strategy was built to be flexible, so it could adapt to each new range launch without starting again. We identified where Erstwilder’s target market was most reachable and ran social advertising to new audiences across Facebook, Instagram and Pinterest.

Creative placements were broadened, and we produced variations of the ad copy and design so the account was never relying on a single execution.

Live reporting brought a new dimension of insight. Everything sat in one dashboard, so the team no longer had to look between different sources to understand performance. Our experience as a digital marketing agency in Melbourne with other eCommerce clients facing similar challenges meant we could address these issues quickly.

The shift

Building the strategy to flex around each new range launch turned tight timeframes into a rhythm rather than a scramble.

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The work

The work, up close.

Since starting with us, Erstwilder has seen its most successful months for sales, revenue and return on ad spend. Return on ad spend rose 76% compared with the previous year, and over a six month period revenue increased by 277%. We are now expanding the focus into other countries and looking into new ad channels and formats.

9x.

Average return on investment since we took over the advertising.

277%.

Increase in revenue over a six month period.

Expansion into the United States was a priority from the outset. Since we began helping Erstwilder grow there, US traffic and US revenue are both well up on the previous year. Revenue for the region has more than doubled in just three months, and we have tripled traffic and revenue from the key geographical areas highlighted as priorities.

Those figures came from the same disciplined approach used at home: flexible campaigns built around each launch, new audiences found through testing, and creative run in variations rather than guessed. The dashboard meant the team could watch the US numbers move alongside the Australian ones, in one place.