Digital and Affiliate: Sparkling Growth for a High-End Jewelry Brand

We’re Problem Solvers

Background:

A high-end sustainable jewelry brand had partnered with DMi’s affiliate team since December 2022 to grow revenue for its line of engagement rings. In January 2024, the brand had two big goals: expand awareness and sales of its full line of jewelry through all active marketing channels, and overhaul its paid search, shopping, and social campaigns.

The Goal

DMi took over management of the brand’s search and social in January 2024 with a mandate to help the brand get a clear picture of attribution for those channels to set realistic performance and growth projections.

The DMi and client teams shared a goal of generating sales at a profitable ROAS (minimum 400%) while attempting to scale key campaigns, including branded search and non-brand shopping campaigns for engagement rings. In the low-intent season for engagement ring purchases, DMi’s search and shopping strategy was to develop and nurture audiences for use in the second half of the year, when purchase intent would be higher.

For DMi’s Search & Social team, the goal was clear: leverage a newly diverse product portfolio to expand the client’s brand as a fine jewelry retailer.

The Plan

To gain traction in Google Ads, DMi used a combination of PerformanceMax campaigns, shopping campaigns, and traditional search. They leveraged Google’s new Enhanced Conversions feature by working with the client to upload offline conversion data into the campaign, generating a full performance picture that helped DMi refine bidding and targeting strategies to drive in-store traffic. DMi also leveraged keyword and competitive research to create differentiated product positioning for high-volume terms in shopping campaigns.

On the affiliate side, DMi worked to identify the publications that fit the brand’s most valuable customer profile for all relevant fine jewelry categories, with a sub-focus on key publications in the engagement and wedding categories. DMi’s main affiliate goal was to gain coverage in publications that were relevant in the brand’s core business and read by key consumers. A secondary goal was getting placements in publications that would achieve a high SEO ranking for brand or product queries. Overall, affiliate worked to enhance the brand’s position as a top engagement choice while pushing the ancillary products (necklaces, bracelets, earrings) as a differentiator.

DMi’s affiliate team began to pitch the brand as not just an engagement ring brand but a fine jewelry brand that specializes in engagement. Moving to this approach opened the door to a broader range of content categories. With a dynamic CPA to keep the brand competitive and flexible for other products outside of engagement, we were able to secure coverage such as the New York Post’s “36 Best Affordable Fine Jewelry Brands to Shop in 2024 for Mother’s Day, Prom and More.”

Moving to this approach also freed DMi to ideate new angles to get the brand’s range of products included in fun engagement-themed campaigns and trending jewelry campaigns, including:
- E! News
- Highsnobiety
- The Editorialist

The Results

Comparing the first half of 2024 to the second half of 2023, the brand has achieved:

63%

Increase in Paid Search and Shopping Conversions

56%

Increase in Paid Search and Shopping Revenue

186%

Increase in Spend With a Flat ROAS

25%

Increase in Affiliate Purchases

27%

Increase in Affiliate Revenue

158%

Increase in Content Traffic

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