Jaipri

Jaipri is a handmade jewelry brand, that serves quality and excellence to customers. To ensure product quality, the brand ensures handcrafting each piece of jewelry as per customers’ specific requests. In the manufacturing process, an attentive approach is adopted to ensure the product’s comfort along with the style and design.

The brand majorly targets modern women looking for contemporary jewelry options for events/occasions. As a handmade and contemporary jewelry brand with a traditional touch, its target market is not limited to any specific demography.

The marketing objectives of Jaipri included a focus on promoting the legacy of traditional and handmade jewelry sets, ensuring an improved market reach. As well as making creative and customized jewelry options easily available in the marketplace.

Challenges:

However, while working with Jaipri, VOM’s Performance Marketers identified several key challenges associated. Such included the niche audience, as in the present scenario, most of the user base is not even aware of such categories and art forms. Hence, the brand had a limited market reach, also it was facing a major threat due to low AOV and irregular orders.

Strategy:

The performance marketing strategies developed for Jaipri by our experts were aimed toward the long-term brand growth of Jaipri.

1

We focused on utilizing the brand’s traditional approach as a key tool for its product promotion. Such has helped in ensuring better audience attraction and engagement.

2

In our campaigns, the prime focus was made on product quality, comfort, and the style it can add to your outfit on any occasion.

3

Despite having a vast audience base, we targeted the campaigns towards Millenials and Gen Z as they are much interested in such traditional wear options and legacies.

Implementation:

We conducted proper market research to learn about the customer/targeted audience’s interest in handcrafted jewelry pieces.
Based on the interest areas, a unique brand positioning for Jaipri was defined by our performance marketers. Such included a mix of both legacy and creativity.
We promoted certain changes in the brand’s targeted audience/market demographics, which helped in getting a major breakthrough in getting improved product sales.

Solution

Monitor audience reactions. Adjust in near-real time.

The Honest Company collaborated with Roundel and Tinuiti to strategically utilize Programmatic by Roundel™ and video inventory through The Trade Desk DSP. The media encouraged guests to purchase beyond Target by linking shoppers directly to Honest.com. This allowed The Honest Company to:

These audiences were an ideal match for:

Adjustments were made manually throughout the campaign—in near-real time—to help reach The Honest Company’s ideal buyer. And Tinuiti was able to help allocate the brand’s budget to maximize performance based on this stream of insights.

Results

Lift sales with a revamped approach.

1

Our performance marketers’ approach to targeting youth has helped in improving the website traffic by 91%.

2

A growth of 183% in total sales for Jaipri has been achieved since it partnered with Verve Online Marketing.

3

We delivered a guaranteed 80% conversion rate for Jaipri through our creative performance marketing campaigns.

Lessons Learned:

Jaipri has helped our performance marketers to experience that among the potential target groups, specific groups must be identified. As for Jaipri, the major focus was ensured on the youth and millennials which delivered the maximum results. It helped in improving ROAS along with controlling the CAC.

Boost.

Lift brand sales across platforms, including your own.

Optimize.

Adjust campaigns based on audience behavior, for short- and long-term success.

Win.

Strengthen your ROAS through optimizations informed by closed-loop measurement.

“We are highly satisfied with the growth that Verve Online Marketing has delivered for our brand. Their experienced performance marketers ensure making real-time changes to the campaign depending on the market response. Such has helped us to get to our targeted audience within the limited possible time. Looking for a long-term association with VOM.”

- Jaipri, COO

Contact us or your Sales Representative to see how you can reach your ideal audiences. For more on Programmatic by Roundel, visit our solution page or view specs in our Ad Guide.