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Case Study
Charles Rose Jewellers

 

Background    
 
Charles  Rose  are  Australia's  premier  fine  jewellery  designers  and  diamond  specialists,  featuring  
an  exclusive  range  of  quality  jewellery  plus  an  expert  made-­‐to-­‐order  service.  We  have  built  
Charles  Rose  a  presence  in  social  media  across  Instagram,  Facebook  and  Pinterest  over  the  past…  
years.  

 
 
 

The  Challenge  
 
Charles  Rose  was  looking  to  diversify  there  audience  from  Facebook  and  Instagram  to  email,  one  
of  the  best  ways  to  communicate  with  an  audience.  The  goal  was  to  see  how  many  emails  we  
could  get  at  a  cost  effective  price.  With  the  new  email  list,  Charles  Rose  now  has  a  direct  contact  
to  an  audience  who  was  interested  in  the  promotion  and  therefore  in  Charles  Rose.  A  perfect  
target  group  for  email  marketing.  

 
 
 
 

2

 

Charles Rose Case Study

What  We  Did  
 
Our  Facebook  advertising  campaign  was  split  into  three  ad  groups.  We  excluded  the  
current  email  list  from  each  of  these  groups.  
 
 
 
 
1.  Recent  website  visitors    
2.  Facebook  fans    
3.  A  lookalike  audience  of  our  current  email  list  
 
 
We  tested  multiple  advertisements  to  find  the  winning  combination  for  engaged  users  
and  cheap  website  clicks.  This  was  the  winning  ad,  simple  and  it  was  clear  what  the  
purpose  of  clicking  the  ad  was.  We  were  able  to  reach  over  236,000  users  and  on  
average  our  clicks  were  just  $0.35.      

Clear purpose
of the ad,
Simple design  
Call to action user expects to
enter
details
Essential
information

 
 
 

3

only  
How many people
our ad has
Organic
reached engagement  
 

Charles Rose Case Study

Our  landing  page  notified  users  of  important  information  relevant  to  the  business  as  
well  as  a  very  clear  call  to  action  and  clean  design.    We  kept  the  landing  page  simple  and  
very  similar  to  the  advertisement.  This  helped  keep  our  conversion  rate  up  as  there  
were  no  surprises  when  the  user  reached  the  landing  page.  

 
 

 

4

Charles Rose Case Study

The  Secret    
Our  viral  thank  you  page  is  the  real  secret  to  our  campaign’s  explosion.  Once  the  user  
has  entered  the  competition,  they  arrive  at  this  page:  

Here  users  can  simply  click  one  of  the  share  links  to  share  the  competition  with  friends  
for  more  chances  to  win.  The  leaderboard  adds  a  layer  of  competitiveness  as  people  try  
to  get  on  the  board  by  inviting  as  many  people  as  possible.  Our  top  leader  got  172  extra  
entries!    
 
Because  we  were  able  to  aggressively  increase  the  virality  of  this  page,  you  can  see  the  
value  we  have  created  below  using  a  diagnostic  tool  -­‐  over  15,300  likes  comments  and  
shares  on  Facebook,  72  on  LinkedIn  and  8  on  Pinterest.  
 

5

Charles Rose Case Study

Results  
 

$4,352

15,264

$0.28

Total Campaign Spend

Total Emails Gained

9,824

5,480

1,960

Facebook Likes

Facebook Shares  

Facebook
Comments  

 

Cost Per Email

 

 

Ending  up  with  over  15,000  emails  in  just  8  weeks  was  a  great  result  and  something  we  
are  proud  of.  
 
This  is  an  example  of  one  of  the  many  strategies  we  use  to  build  an  audience.  By  
engaging  the  users  online,  we  are  able  to  advance  the  growth  of  the  campaign  in  a  way  
that  was  not  previously  viable.  We  strive  to  test  the  most  innovative  strategies  and  
implement  these  to  help  with  clients  goals.  
 
The  promotion  of  the  ring  giveaway  was  there  to  encourage  the  initial  action  and  from  
there  the  multiple  touch  points  enabled  it  to  grow.  The  added  bonus  of  the  organic  
interaction  with  the  post  increased  the  success  of  the  campaign  further.  

6

Charles Rose Case Study


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