Background

Four Words creates bespoke jewellery using lab-grown diamonds, moissanite, and gemstones. The independent online retailer brought Aro Digital on board at the beginning of its business journey to boost their business entirely through their online store. We used our skills in paid social media advertising, paid search and strategic direction to help Four Words drive quality traffic and build their awesome business. 

Objectives

1. Boost reach and brand awareness to stay top-of-mind
2. Drive traffic to the Four Words website
3. Generate Customer Leads (Supplying email address, filling out a contact form, or booking an appointment)

Strategy

Targeting

We strategically targeted customers at the beginning of their journey. Our ads are designed to only attract Four Words’ ideal customer – so every lead is high quality. After users had engaged with an ad, we showed them additional messaging to prime them for buying their ring from Four Words.

Social ads were initially released within Auckland and gradually expanded to include all of Aotearoa. This geotargeting allowed us to build a solid foundation of brand awareness beyond Auckland as demand increased - an ideal strategy to enable Four Words' brand to shine brighter. 

We timed our campaigns to before and during summer - the peak season for engagements and weddings. This tailored content allowed us to target qualified users with those Four Words on their minds… "will you marry me?" 

Creative Approach

Once the brands’ presence was established and driving conversions, the focus turned to differentiate Four Words from other bespoke jewellery retailers. The Four Words team has embraced bold creative approaches, resulting in awesome campaign results. 

How many memes have you seen from high-end retailers? Probably very few. Experimental ads are unconventional for the jewellery industry. 

Four Words embraced our whimsical and eye catching creative proposals, and the impact has been game changing. ‘Breaking the feed’ is now an ongoing strategy for the client - their top-performing ad of all time is a sparkly spin on the Doge meme (see below). 

This ad shows what breaking the feed looks like. It’s also a great example of the ‘Familiar Surprise’ creative tactic. By twisting a familiar piece of pop culture, the audience is surprised and entertained. The result: A popular ad that resonates, drives quality engagement, and generates high-value conversions.

SEM & SEO 

Targeting and creative approaches were used in tandem with paid search marketing & search engine optimisation to drive higher-quality conversions. 

There’s no better time to advertise to someone than when they’re searching “wedding ring”. Our strategy combined SEO to make Four Words authoritative in the eyes of Google, and search advertising to show up when someone pops Google the question. This meant Four Words could reach high intent customers exactly when they are planning their big day.

We’re seeing the results of our mahi – ads are rated excellent and Four Words shows authoritatively for keywords related to engagements and jewellery. People are clicking through 21% more, it costs 59% less to acquire a customer, and customers are converting 625% more compared to 2021. 

SEO

HTML elements - including the page title, meta descriptions, and headings on the website pages - have been optimised to reflect the key benefits and unique value of the Four Words brand. 

We have also created content to educate the customer about the sustainability and ethical benefits of lab grown diamonds. The blog is an informative guide and ultimately helps them make a wise purchase decision. 

Implementation of these recommendations along with the new on-page and off-page content strategy has led to a 148% increase in the monthly organic traffic YoY.