Namely / Case study
← All resultsProduction capacity reached in 16 days.
Namely was preparing for its first Christmas. We began with a CRO audit, organised a model photoshoot and created the advertising and social content in-house. Sixteen days after the Facebook and Instagram campaigns launched, the brand could not make any more jewellery.
Namely
Hungary · Jewellery
CRO · Meta Ads · Content production
Finding customers for the brand’s first Christmas.
Namely launched in late 2019 with personalised necklaces, bracelets and engravable pendants. We started working together in November. Christmas was approaching, and the new online store had no advertising history to build on.
The brief was to bring in as many Christmas orders as possible at an acquisition cost that made the sales worthwhile. Before launching ads, we needed to review the store and prepare the content. The first campaign went live on 6 December.
A CRO audit, original content and ads.
A CRO audit before launching ads.
We started by reviewing how visitors used the store and placed orders. The conversion rate optimisation (CRO) audit led to recommendations for turning more visitors into customers.
Model photography and in-house content.
We organised a shoot with a model and photographer to show the jewellery being worn. We turned the photos into ads and social posts, writing the copy ourselves. The messages focused on gifting before Christmas, then everyday wear and Valentine’s Day.
We scaled the catalogue ads.
We tested catalogue, carousel and video ads. Catalogue ads performed best as we increased spend. We also retargeted previous visitors. We tracked cost per purchase and ROAS alongside order volume to monitor returns as the campaigns grew.
The details of a personalised piece.
The model photos showed how the jewellery looked when worn. Close-up product shots showed the engraving and gift packaging. We used these images to create content for the store, ads and social channels.
Before Christmas, production became the limit.
The first campaign launched on 6 December. Within 16 days, orders had filled Namely’s production capacity: it could not make any more products. We continued advertising after Christmas. Facebook reported a 3.23× ROAS for 13 January–12 February.
- From campaign launch16 days
Production capacity reached.
- 6 December – 3 January2.79×
Facebook ROAS in the first reporting period.
- 13 January – 12 February3.23×
Facebook ROAS in the later reporting period.
Reporting periods: 6 December 2019–3 January 2020; 13 January–12 February 2020.
With Namely, we tracked acquisition costs alongside orders. Even a new store’s first sales need to make financial sense. Before Christmas, order volume reached the point where production capacity determined how much more the brand could take on.
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