Luxury Jewellery Social Media Campaign: Caroline de Benoist Case Study

Client: Caroline de Benoist Jewellery
Project: Development of a social media marketing strategy to promote luxury jewellery in targeted EMEA regions.
Timeline rollout: 1-year strategy

Caroline de Benoist Jewellery, a brand founded by a former Parisian luxury legal professional, sought to expand its market reach across specific European regions. The request involved creating a robust social media marketing strategy for platforms such as Meta and Google to promote the brand in EMEA Region.

The goal was to deliver a clear marketing roadmap aligned with the client’s KPIs, including Conversion Rate (1%-3%), Average Order Value (€200-€850), and Return on Ad Spend (4:1-6:1).

1. Develop a detailed marketing strategy tailored to the EMEA markets.
2. Create actionable calculations and projections for the 1-year campaign to achieve defined KPIs.
3. Ensure the strategy could be easily implemented by a sales contractor based in Europe.

• Precise Projections: Used detailed customer KPIs and a €130,000 marketing budget to calculate the required number of visitors, expected conversions, and revenue targets.
• Market Alignment: Established that the audience and campaign scope were best focused within Europe, given the client’s logistics and market familiarity.
• Strategic Framework: Delivered a structured marketing strategy adaptable for execution by the contracted sales team.

1. Geographical Scope Misalignment: Initial confusion regarding the target audience’s location necessitated realigning the strategy to focus exclusively on Europe.
2. Data-Driven Projections: Complex calculations were required to ensure the marketing spend would yield the desired KPIs.
3. Remote Coordination: As a New Zealand-based professional, collaborating with a European sales team demanded clear, actionable documentation and guidance.

• The finalized strategy integrated our detailed visitor, conversion, and revenue projections.
• The strategy provided a clear roadmap for the sales contractor to follow, ensuring alignment with the brand’s goals.
• The client reported that the calculations and strategy framework were being successfully implemented and were progressing according to plan.

This project highlighted the importance of clarifying geographical scopes in marketing initiatives. Initially, the client’s misunderstanding of the EMEA region resulted in a mismatch when connecting with me, as I am based in New Zealand. However, through discussions, the client gained confidence in my ability to develop a robust social media marketing strategy tailored to their goals. While they decided to contract a sales professional within Europe to execute the campaign locally, the strategic framework I provided became the foundation for their social media rollout, ensuring alignment with their objectives and KPIs.