About the client
The client is an established jewellery store in Singapore with a strong cultural background and a connection to local customers since the 1980s. It is known for craftsmanship and has a loyal following.
The challenge
Despite that following, the client had never done any digital marketing. That left it open to online competitors and eCommerce sellers in the same category. It had no real online presence, no modern website and no social media audience to speak of. We were asked to build all of it.
What we did
Social media was one part of a wider plan that also included a new website and SEO.
One strategy per platform. Content was tailored to the demographics and habits of each platform: Facebook, Instagram, YouTube and TikTok. We ran organic and paid activity together.
Engagement people could join. Promotions, live events and early online previews of new collections gave existing and new followers reasons to engage. Monthly engagement events built a community and encouraged user-generated content and online reviews.
Offline and online joined up. In-store events were promoted online, so the shop floor and the social channels fed each other.
Influencers. Influencers promoted live events, produced user-created content and widened awareness among people who had not heard of the brand.
A new website. We built a modern website and applied SEO so that social traffic and search traffic had somewhere good to land.
Results
Over 12 months the programme delivered:
- 41k+ followers across Facebook, Instagram, YouTube and TikTok;
- 200k+ website visitors from organic search;
- 20M+ impressions across the four platforms;
- 500k+ website visits;
- 150k+ interactions.
Results in context
| Metric | Result | Period |
|---|---|---|
| Followers across Facebook, Instagram, YouTube and TikTok | 41k+ | 12 months |
| Website visitors from organic search | 200k+ | 12 months |
| Impressions across the four platforms | 20M+ | 12 months |
| Website visits | 500k+ | 12 months |
| Interactions across the four platforms | 150k+ | 12 months |
All figures cover the 12-month programme. The client had never done digital marketing and had almost no social media audience, so the follower and impression figures are growth from a very small starting point, not a comparison with an earlier campaign.
For a shop whose customers had mostly met it in person, the website figures matter as much as the social ones: they show social and search traffic reaching the new site. The website numbers appear twice on purpose, once for visitors who arrived from organic search and once for all visits. The source gives no month-by-month breakdown.
Key takeaways
- A business with a loyal offline following can move online quickly if the content respects what customers already value.
- Using more than one platform works best when each gets its own content, not copies of the same post.
- Events and influencers turn followers into visitors, in store and on the website.
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