My Jewellery

Objective

My Jewellery, a fast-growing, jewellery brand from Den Bosch, creates affordable Dutch jewellery design that is accessible and wearable for everyone. The brand has many boutiques in The Netherlands, Belgium and Germany and caters to fashion forward-individuals. My Jewellery prides itself on its elegant designs and exceptional craftsmanship, making it a popular choice for trendy and timeless accessories.

During the Summer Sale period, My Jewellery partnered with TikTok to build an innovative campaign strategy that would help them generate buzz and boost brand awareness, with the ultimate goal of driving online and offline sales.

Solution

Recognising TikTok's unique ability to turn content into viral success, My Jewellery set out to develop a strategy that would use a mix of organic content and paid promotions, often referred to as "organic beats and paid peaks". The strategy was designed to achieve broad reach and high engagement and consisted of two parts.

Firstly, My Jewellery posted a series of organic videos about the Summer Sale period, each time experimenting with a different TikTok-first creative, produced by their own content creators. From a summer-themed video of models wearing jewellery by the pool to a video shot at the My Jewellery warehouse, where the camera zooms in on 'SALE' letters.

Secondly, the brand decided to bundle different paid ad formats, based on the insight that using multiple ad formats has proven to improve brand lift metrics. They used Spark Ads to boost their best performing organic videos at key moments in the sale period and Shopping Ads, featuring their best-selling products.

This strategy enabled them to maintain a consistent presence with their audience throughout the sale while amplifying reach and engagement during critical moments.

Results

My Jewellery's approach to using a strategic mix of organic beats and paid peaks was a great success. With only 5 videos of which 3 were promoted, the campaign generated over 5 million views, with thousands of saves and more than 45,000 likes on their sales content.

One post in the middle of the Sale period went viral and generated over 800.000 views, purely organic, within just several days. While the brand always sees extra engagement on their videos during sale periods, this type of viral success is also a testament to My Jewellery's approach to creating TikTok-first content that is personal, experimental and authentic to their brand.

The Cost Per Action (CPA) Add to cart was 14% lower than other posts in the same period. Meaning a higher cost-effectiveness of the campaign in driving potential customers closer to making a purchase.

To conclude, My Jewellery’s approach of leveraging the success of the organic content not only kept the community engaged but also significantly contributed to the brand’s overall success during the summer season.