Jewellery case study · Ongoing partnership
Reaching 5.0 ROAS by separating attention from intent
Luxury jewellery can produce impressive engagement and weak commerce at the same time. Traffic quality, conversion quality, and purchase efficiency were fixed before spend scaled across collections.
JewelleryResults
- 5.0
- Paid-media ROAS
- 49%
- Lower cost per purchase
- 2x
- Add-to-cart rate
The challenge
The account could generate strong engagement without generating orders. Nothing in the media setup distinguished a customer admiring a piece from one ready to buy it.
The strategy
Build an intent ladder rather than one Isharya audience, and judge paid traffic on collection exploration, add-to-cart behaviour, and order quality instead of reach.
How it was executed
- 01
Separated engagement from genuine purchase intent as a media signal.
- 02
Kept inspiration-stage audiences in lower-cost content journeys until their behaviour changed.
- 03
Used occasion, price, colour, and category intent to shape the route after the click.
- 04
Gave essentials, high-fashion, statement, heritage, bridal, and gifting collections distinct commercial roles.
- 05
Measured conversion quality by order value, discount dependency, and cross-collection potential.
- 06
Transferred winning insight between collections instead of duplicating creative.
- 07
Increased spend only once higher-intent traffic and stronger conversion quality were visible.
Related services
Services that supported the outcome.
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