BRANDVERGE HELPS MICHAEL M REPOSITION THEMSELVES AS AN E-COMMERCE DESTINATION FOR LUXURY JEWELLERY
Michael M tasked BrandVerge with helping them get customers to their website to browse and purchase their brand’s new ready-to-wear fashion jewelry line online, and not just consider the brand for engagement and bridal moments. Michael M wanted to establish and expand themselves as an e-commerce destination for everyday gifting and luxury purchases.
To establish the company’s new e-commerce presence, BrandVerge worked with Michael M to implement a five step plan of action to reach their targets and ultimately drive online store traffic and sales. First, steps were made to drive consumers to Michael M’s fashion and ready-to-wear pieces, rather than the bridal pieces that are not available for purchase online. BrandVerge decided to allocate the majority of the budget to support high priority e-commerce activity.
Secondly, BrandVerge helped Michael M create custom website landing pages to ensure new customers are able to browse at entry-level price points (e.g. gifts under $1,500, $750, etc.) and drive new traffic and customers to those pages for a successful first impression with the brand. Next, BrandVerge implemented dynamic retargeting ads to push users that were browsing Michael M products, and move them along the purchase journey.
For example, if a user spent time looking at the Cloud Hoop, then their next advertisement would include procuts from the Cloud Collection (earrings, rings, necklaces, etc.) since we already know that user likes the Cloud design/concept. To find the most relevant users in-market, BrandVerge refined audience and behavioral targeting across two different campaigns.
The Fashion Campaign targeted users interested in competitive brands such as David Yurman and Tiffany & Co., within the key demographics (High HHI, etc.), and have shown luxury online shopping behavior. Lastly, to encourage trusted endorsements, BrandVerge worked with Michael M to leverage influencer marketing and found influencers specifically in luxury fashion and jewelry with high engagement levels.
Since Michael M is sold at a high price point, this new layer of marketing allows new shoppers to know that it is a high quality product and a good shopping experience through influencers they know they can trust and frequently look to for product and fashion recommendations.
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