Read about how Formation Studio delivered an event marketing strategy and email marketing plan for a luxury jewellery brand within a very tight timeframe, delivering 429% YoY online sales growth.
The Situation
1
When we started working with Robinson Pelham they were a a successful luxury jewellery brand who had been in the market for over 25 years, but needed support with developing a marketing strategy and CRM programme to allow them to meet their new scale-up objectives.
2
The business had no in-house marketing or eCommerce team, and the team faced a growing need for strategic marketing and CRM expertise. The brand had a fantastic product, distinctive branding and some very loyal customers but needed to start raising awareness and bringing new customers into the brand.
The Formation POA
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Built event marketing strategy
Developed a 360 marketing strategy for two events that the brand were hosting at their flagship store. Conduted an initial audit and channel review, proposed clear targeting, content and messaging approach, measurable KPI's and tactical execution plan across onsite, CRM, social (organic and paid) and PR.
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Deployed eCommerce improvement plan
Developed a new CRM strategy to help promote the two events, including new customer segmentation, personalisation, the set up of automated flows and event specific email marketing to help achieve the KPIs. Delivered weekly reporting and action planing to the business.
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Proposed digital transformation project
Identified an opportunity to help achieve the scale-up objectives by replatforming the website from WordPress to Shopify and their ESP from MailChimp to Klayviyo.
Results
+115%
increase in email CTR%
+429%
YOY sales growth
-120%
increase in email OR%
+10%
increase in email database in just one month
