BRANDVERGE HELPS MICHAEL M REPOSITION THEMSELVES AS AN E-COMMERCE DESTINATION FOR LUXURY JEWELRY
Challenge
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.
Solution
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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Result
After implementing the 5 step plan of action, our solutions went above and beyond in successfully addressing Michael M’s challenge. 4 key metrics were measured to showcase success: online store sessions, rate of return customers, average order value, and overall online purchases. First, Michael M saw a 109% increase in online store sessions. This meant that BrandVerge was able to successfully drive new customers to shop for Michael M on the website which was the main, key objective in driving purchase for the new fashion line .
Here’s what customers say about us
Senior Media Manager at Assembly
“BrandVerge makes it possible to see all the vendors and know who to reach out to and how to negotiate, when I’d typically have no idea where to start. They put everything right there in front of me, and the partnership saves a ton of time from having to research on my own.”
Ryan Montañez, Marketing Director at Skip Hop
"What I really loved about working with BrandVerge was how they were so responsive to our feedback and so transparent during the process. They made it easy to work with several influencers at a time and future campaigns. Really great to find a team that creates successful campaigns while being great to work with."
Diana Van Eeuwen, Senior Negotiator at Assembly
“BrandVerge helps me work more efficiently. Without it, I would have spent over a week reaching out to a ton of vendors that might not have even made sense for my campaign. Being able to search from a known pool of options put me in control to work much more quickly.”
Danielle Kushner, Team Manager, New Business & Sales Strategy at Her Campus Media.
“Using BrandVerge analytics, we're able to quickly & easily pinpoint new opportunities, for example, our recent Earth Day program. Once engaged with Earthbound on our Earth Day program, we were able to finalize details in under three months compared to spending up to a year establishing a new relationship,”
Kamelle Wilson-Cornell, Brand Partnerships at Brit + Co
“Typically, it takes us several meetings to really understand what’s important for the client. We’ll go through our entire capabilities deck before able to identify specific opportunities that make sense for that brand. With BrandVerge, we were able to get straight to the point. BrandVerge helps you cut to the chase.”
Yuting Zhang, Senior Strategist, The Media Kitchen
“What’s unique about BrandVerge is different partners & packages available all in one place, everything's aggregated. This wasn’t possible before using BrandVerge. What would have taken weeks to find now takes just a few minutes. We can search by keywords to find new, unique different packages available to us almost instantaneously.”
Ryane Montañez, Marketing Director at Earthbound
“It can take two months to run through the standard RFP process to find the right media partner. With BrandVerge, it takes only three weeks for discovery and evaluation, including reaching out & getting a plan back. Now it takes just a couple of days to sort through the details. We’ve cut down 60% of the time needed for the entire process.”
Lorraine Schwartz, Media Director at Digitas
“Finding new, niche partnerships is difficult. BrandVerge helps facilitate the research process. We look for partners with ample reach against our campaign target audience and BrandVerge saves time.”
“With BrandVerge, you’re able to browse and inform yourself, find all the different media options that are available and what you can get for it, transparently. I think that’s amazing.”
Howard Rosenstein; Meredith
“At Meredith, we really loved the training, accessibility to help, the templates, the simplicity/intuitiveness of the marketplace overall.”
Tess Neudeck; Acast
“We loved the analytics section of the platform, it was amazing to be able to see who was leaned into our content!”
