Enhancing Social With First-Party Data
Enriching a Facebook-focused strategy with first-party data helped luxury brand Tacori realize an incredible 7.17 ROAS.
Tacori, a leading luxury jeweler of both bridal and fashion jewelry, partnered with Goodway to promote both product lines via social media. The bridal line can only be purchased from individual retailers, while the fashion line is available directly through Tacori's website. Our client asked Goodway to recommend a holistic marketing approach that successfully met each product line's different needs.
Goodway suggested a first-party data enriched Facebook-focused strategy. Our team created unique Facebook and Instagram campaigns for each combination of the customer journey phase, product line, audience segment and creative. Additionally, we ingested and activated Tacori's first-party data to reach site visitors who performed specific-interest-indicating actions.
Both the always-on bridal and seasonal private sale fashion jewelry campaigns exceeded Tacori’s expectations. The bridal campaign ended 2020 with a cost per landing page view (CPLPV) of $0.40, exceeding Tacori’s $0.50 goal by 25%. The private sale campaign achieved a ROAS of 7.17, exceeding our client’s 6.05 goal by 18.5%
There are a ton of digital vendors out there, but Goodway Group is in a class of their own as a true digital business partner. The recent addition of their multi-location services has helped to scale the digital insights of our brand-level campaigns to our network of authorized retailers.
Results
Our holistic strategy beat the goals for both the bridal and fashion jewelry lines.
25%
YoY Decrease in CPLPV
7.17
ROAS
18.5%
YoY Increase in ROAS
Recognition
