Summary
Since 1972, ZYDO has produced iconic, stylish, and unique jewelry. Their superior Italian craftsmanship coupled with a fashionable yet timeless design make every ZYDO piece a treasure that enhances and completes a woman’s beauty, and a family heirloom to be enjoyed for generations.
The ZYDO woman wears jewelry as a symbol of her supreme style. She is fashionable, empowered, and sophisticated. collections are distributed in the best boutiques and department stores around the world; in the US market, their products are available exclusively through their online store and in partner’s locations.
As they were expanding in the US market, ZYDO hired Motion Ave to create a digital marketing strategy to generate awareness, brand recognition, grow their following in social media and email database, and start building online sales. After 3 years working with ZYDO, we’ve has become the marketing and design department for their brand.
Here’s how our online marketing strategy has successfully increased visibility and inbound lead generation across the United States by over 350%- a plan designed to get audiences excited not only about ZYDO’s fashionable jewelry but also their iconic experience and knowledge of the industry.
Our Roles
- Creative and Content Development
- Video Production and Post-production
- Social Media Management
- Landing Page Development
- Email Marketing
- Facebook Advertising
- Analytics and Optimization
- Website Design
- Photoshoot Video content
- Catalog Design
Challenges
ZYDO Italy is a high-end brand that entered the US market to compete with well established brands like Chanel, Bvlgari, Roberto Coin, and others. This presented the challenge of generating solid brand awareness and educating an already crowded market on ZYDO’s distinctive profile: hand-crafted jewelry with an iconic, stylish and unique design.
Also, the brand doesn’t have physical stores in the US, they sell through eCommerce and at partner events like Neiman Marcus and Saks Fifth Avenue; this presented the challenge of gaining leads and driving them to the online store.
As a less well-known brand in the US market, we knew the most effective way to reach the audience would be by creating a campaign that would demonstrate the product’s value and the brand experience in a credible and relatable way. Thus, our initial objective was to create awareness and generate leads through content offers that demonstrate ZYDO´s experience by giving the audience valuable information.
Insights
ZYDO Italy targets women 30+ years old in the US with a high income, interest in luxury, and expensive taste.
To identify the most viable opportunities for greater brand awareness, we conducted broad audience testing: conducting several split tests, we discovered that of the 50 U.S. states, fifteen were most responsive, based on conversions and greater engagement with the product and our content offers.
We next tested different creatives, finding that videos had better performance than other formats- not only was format essential, but appropriate content as well. Testing showed videos highlighting models wearing jewelry pieces performed better than images of the pieces with animated text. In general, videos with short copy encouraging women to show their inner sparkle and the value of ZYDO had better performance. Some of these examples are shown below.
Solution – Creating the Right Funnel
To accomplish the goals of awareness and lead generation, we set up a complete online marketing strategy including social media management, content offer development (Jewelry Quiz), Facebook advertising, and email marketing.
We began by generating new content on ZYDO’s social profiles to attract new audiences and increase the engagement of current followers. We developed several Facebook ads campaigns taking into account all the findings from testing. Lastly, we set up an automated email marketing campaign for the new leads, and a monthly newsletter for the full database of subscribers.
Here is a sneak peek at the funnel:
Based on our target audience for Facebook advertising, we focused on ways of introducing the brand to our buyer personas with different visuals, mainly in a video format, to attractively portray the product and their unique design. Here are some examples of the assets we deployed:
Investing in creating engagement and brand awareness was a key factor for building credibility and driving leads to take action that would lead to greater community credibility for us: posts or ads with social proof- comments, likes, and shares- drove more conversions at a lower cost per lead.
Results
Our work with ZYDO has expandedthe brand’s reach online, introducing the brand to a new market and reinforcing its credibility in the category. Most importantly, the campaigns drove leads that turned into potential customersand brand awareness in desired demographics in the United States encouraged participation in their eventsand sales for ZYDO Italy.
If you’d like to consult a team of skilled and passionate experts to learn how to build your brand better and also find out how we can put solutions like these to work for you, please, say hello. We’d love to talk to you about how to bring your brand to Facebook- and beyond!
