Holistic Social Media Strategy with First-Party Data

Enriching a Facebook-focused strategy with first-party data helped luxury brand Tacori realize an incredible 7.17 ROAS.

Key Outcomes

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

Challenge

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.

Strategy

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.

REsults

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%

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