LLUME, a Victoria, B.C.-based jewelry company founded in 2021, embraces the notion that jewelry is a profound language for self-expression. Driven by the passions of its founders, Reena and Chris, LLUME merges Reena's love for photography and design with Chris' knack for uplifting businesses. Their collective mission is to create accessible and beloved jewelry pieces that deeply resonate with their customers.
In their quest for profitability and scalability, LLUME partnered with Pilothouse, seeking their strategic guidance and expertise. This collaboration has yielded exceptional results, as evidenced by the following key achievements in this case study.
All Killer, No Filler
Jamie Bond (Cofounder at RUX) joined Eric Dyck on the DTC Podcast to recap their experience in prepping, testing offers and creative, building a community of creators, and ultimately scaling their business during the frenzy of Black Friday and Cyber Monday in 2022.
Check out DTC’s podcast with the RUX and Pilothouse team providing insights and strategies on how we increased YoY revenue and ROAS during Q4. The podcast covers topics such as pilot testing to uncover new audiences, offer testing for optimal performance, lead generation for sales optimization, and turning customers and creators into brand storytellers.
Summary of Results
LLUME embarked on a mission to achieve profitability and sought the expertise of Pilothouse to make it a reality. At the time of engaging with Pilothouse, LLUME had already established a solid foundation as a business, having undergone testing and validation of their core fundamentals. They boasted exceptional products that resonated with customers, ensuring high satisfaction and minimal returns. However, LLUME encountered difficulties in acquiring new customers, maintaining stable campaigns, and achieving the desired performance metrics.
In January 2022, Pilothouse assumed responsibility for LLUME's account, recognizing the potential for growth and success. At that point, LLUME's daily advertising spend ranged between $100 and $300. With a strategic and dedicated approach, Pilothouse implemented measures that propelled the advertising spend to a range of $3,000 to $4,000 per day, ultimately yielding profitable outcomes for LLUME. This substantial increase in investment translated into tangible results, solidifying LLUME's position in the market and paving the way for continued success.
Restructuring the ad account
When we first started working with LLUME, we noticed that their account frequency was higher than we’d usually like to see, which can lead to burnout from the audience’s perspective. As a segue into other changes, such as the audience matrix, we adjusted this and then tackled their segmentation and campaigns.
In order to effectively restructure an ad account, there’s a few key campaigns that Pilothouse utilizes to see where improvements can be made. For LLUME, we decided that an audience matrix, a campaign that we run to test various audiences amongst ad sets with our winning creative formats, would be the best bet to hone in on. One particular winner in our lookalike audience testing was taken off of our client’s giveaway email list alongside success in interest stackers, mainly targeted towards other brands that our ideal consumer would be attracted to.
Optimizing our strategy at the top of the funnel to acquire high-quality leads is a heavy focus that we provide for our clients. The Pilothouse team constantly cycles through different ideas on our client’s audience matrices. For LLUME, our team went as far as testing vacation interest, clothing brand interest, and even finding a winner in makeup brands. Along with other various tests, our focus was to discover new outlets of segmentation that LLUME’s ideal consumer would engage with.
Another issue that Pilothouse’s team assessed was that LLUME’s tracking pixel was over-firing and leading to inaccurate data reporting. We brought in our funnel technicians to identify where the issue was occurring and promptly fixed it. These solutions led to increased accuracy in reporting metrics and ultimately helped the overall ROAS (Return on Ad Spend).
How we did it
Since the nature of LLUME’s products is accessible to most jewelry fanatics, we saw numerous outlets in which they could succeed on the creative front of Pilothouse’s work with them.
To isolate our creative tests and figure out what may work for our client, we decided to start with Pilothouse’s tried-and-tested winning creative formats of green screen video explainers, being that it’s friendly to consumers because it shows vulnerability in the presentation of a product on a more engaging and friendly level, alongside variations of previous top performers. We eventually used the momentum of promotional events, such as LLUME’s Valentine’s Day Sale, to apply those principles to the other product sets that showed promise.
Our creative direction didn’t stop there, as we offered guidance in their promotional efforts, and decided to create dedicated campaigns for each high-performing product in order to scale out winning product creatives into their own campaigns. This tactic is another golden test that Pilothouse offers to their clients as it usually yields positive results. Although this may seem self-explanatory, these efforts allowed LLUME to allocate their resources more effectively, and ultimately result in a higher number of overall sales.
Creator-generated content (CGC) plays a vital role in the creative mix for all clients, particularly for brands like LLUME, where the audience has a strong personal connection to the brand and its products. The Pilothouse Studios creator team experimented with various creators & content angles until one creator's ads outshone the rest. One of these winning creator ads accounted for over 30% of our client's revenue in a single month.
Once winning combinations of creators and angles are identified, the goal is to replicate that success. This entails a strategic initiative to identify and collaborate with creators who have similar personas, creating a diverse yet cohesive pool of engaging content. An effective creator strategy enhances LLUME's brand presence by leveraging each collaborator's strengths, ultimately driving continuous growth.
Check out some of our favorite creator ads ⬇️
These impressive outcomes reflect the successful implementation of LLUME and Pilothouse's combined efforts, positioning LLUME for continued growth and success in the competitive jewelry industry. With their unwavering commitment to delivering cherished jewelry pieces, LLUME is poised to make a lasting impact on their customers' lives.
“I think about my business in the shower and it seems like you do too, and I love that because that's where a lot of the success happens. There's never a day in which I don’t feel aligned.”