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The Problem
300% Growth Year On Year
7879 is a luxury jewellery brand specialising in pure 24K gold and platinum pieces. The company aims to combine aesthetic elegance with investment value, offering high-purity, honestly priced jewellery. By using only 24K gold and pure platinum, 7879 ensures that their products are of the highest quality. Their pricing model is transparent, based on the current market value of the metals plus a modest fee. Customers can track the value of their jewellery investments in real-time and have the option to sell back their pieces at any time.
What we do for 7879?
Growth Service & Strategy. After over 9 months of Paid ads with 7879 and scaling from breakeven to profitability, our focus shifted into long term growth. Partnering with the founders and team to aid with growth in Q4, maximising new, returning and LTV for the brand to scale to new heights in Q4 of 2023 and going into the 2024 year. The aim: Scale, profitably and acquire new customers.
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Our Solution
The CHALLENGE
Scaling 7879 presented several challenges. Firstly, the fluctuating market prices of gold and platinum significantly impact the cost of goods sold (COGS). This volatility requires careful price management to maintain profitability while offering transparent and competitive pricing to customers.
Secondly, developing creative content that truly resonates with the brand's unique selling proposition (USP) and tone is crucial. 7879's emphasis on high-purity gold and platinum jewellery as both a luxury item and an investment must be clearly communicated through compelling visuals and messaging that highlight both the aesthetic and financial benefits of their products.
Lastly, creating ad structures that allow for scalable growth is essential. Effective advertising strategies must balance targeting the right audience with maintaining a cost-effective return on ad spend (ROAS). This involves continuous optimisation of ad campaigns across various platforms, ensuring that each dollar spent on marketing contributes to sustainable growth and increased brand awareness.
By addressing these challenges through strategic pricing, resonant creative content, and optimised ad structures, 7879 can effectively scale its DTC business while maintaining its brand integrity and market position.
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The Results
The Solution & Results
1. Ad Creative Loop Development
- We implemented a continuous feedback loop for ad creatives. By analysing performance data, we identified top-performing ads and iterated on those concepts. Utilising A/B testing allowed us to refine messaging, visuals, and calls-to-action, ensuring a constant influx of high-performing ads and improving overall campaign effectiveness.
2. COGS Understanding and Merchandising Strategy
- We developed a detailed merchandising strategy aligned with a frequently updated marketing calendar. This helped manage COGS fluctuations by creating planned promotional peaks and new product launches during periods of favorable market prices. Leveraging data analytics allowed us to forecast trends and adjust pricing strategies accordingly.
3. Manual Bidding Ads
- We utilised manual bidding strategies on platforms like Meta and Google Ads to optimize ad spend. Setting bid caps protected against excessive costs while targeting profitable segments. By adjusting bids based on real-time performance metrics, we maintained profitability and minimised downside risk, ensuring more controlled and scalable ad campaigns.
By integrating these strategies, we effectively navigated the challenges of scaling 7879's DTC business, ensuring sustainable growth and profitability.
102% Lower CPA
Scaling Sustainably
4.0X ROAS
