"Pilothouse has pushed us to be creative, daring and authentic in our advertising approach on social. I could not be more pleased to have a partner who is invested in our success as if they were a part of our company."
Amir Meghani | Founder & CEO of JBW
How do you sell luxury diamond watches online? Diamond watches are no small purchase, so brand trust and quality of service go a long way - here’s how Pilothouse did it!
- Enhance brand recognition & brand trust
- Build effective retargeting funnels
- Sell, sell, sell!
Getting customers on board
To start, we focused on growing sales by leveraging JBW’s “diamond watches at low prices” value proposition. Riding a hot start from this approach, we began to elevate the value propositions around enhanced brand recognition and brand trust. We did this by promoting more brand-focused ad content on higher ticket value products which substantially increased the average order value.
- Create in-depth retargeting funnels to familiarize potential customers with the brand and address any concerns they may have regarding quality, price, reviews, return policies, shipping, etc.
- Display a diverse body of creative content throughout the customer journey, including many creative styles, unique landing pages, value propositions, product offers, etc.
- Take advantage of JBW’s existing social media audience, leveraging connections with impactful influencers to accelerate growth.
We started by building a complex funnel where potential customers saw a multitude of unique content. Using what we learned in the early stages, we built a successful funnel that prospected profitably at very low front end costs (CPCs and CPMs), then retargeted users to secure conversions and make those sales!
We found great success prospecting with promotion-focused creatives and retargeting with content that elevated the brand, especially through our whitelisted influencer accounts on Instagram and Facebook. This allowed us to run JBW sponsored influencer posts as ads on the platform helping to throttle our retargeting. We also utilized influencer collaborations to boost our Facebook lead generation and conversion campaigns.
Lastly, we deployed our post-purchase retargeting with a focus on customer service, reordering, and warranty awareness. This helped promote brand trust and maintain post-purchase brand awareness.
Constant creative testing uncovered that closeups of the product worked best on Facebook, both in video and image formats. We also found that multiple products in the creative content worked better than just one.
We tested and customized placements to take advantage of all potential Facebook ad real estate. Through frequent creative brainstorm sessions, we came up with the innovative and iterative approaches to test with rapid creative deployment. Our Facebook Messenger ads and ManyChat bots cultivated a list of over 6000 users that tested a variety of creative styles to narrow in on what worked best for specific audiences.