At the onset of COVID-19, the jewelry industry took a massive hit—with women no longer attending in-person events, holiday gatherings, or work meetings, worldwide jewelry sales plummeted. To combat this, I decided to pivot the company’s existing jewelry subscription product to adapt to the changing values of the market: emphasizing value for money and reframing the monthly membership as a “self care” product providing compounding benefits to customers. The product redesign and corresponding marketing campaign successfully increased monthly membership sales by 40% in the first three months, while also increasing the subscription retention rate from 55% to 68%.
Implement comprehensive product redesign of jewelry subscription to increase membership sales and enhance brand awareness among the company’s existing apparel customers. Produce a multimedia campaign with an emphasis on video advertising and email marketing. Provide relevant copywriting and design materials—informed by user feedback and A/B testing—highlighting value propositions and positioning the subscription as a giftable self care product. Supervise team of outsourced photographers and videographers to produce raw media assets while taking ownership of editing and production of final collateral for distribution.
Campaign video for Facebook and Instagram ad placement.
Jewelry collection image for web.
Product hero image for web.
Product hero image for web.
Web design for subscription product listing.
Email campaign with social proof.
Ad copy & creative for Facebook carousel placement.
Ad copy & creative for Facebook newsfeed placement.