WE CRAFTED A SPECIALLY-MADE STRATEGY TO HELP HLSK DELVE INTO THE WORLD OF DIGITAL MARKETING
HLSK wanted to share their legacy with a wider audience, increasing their overall market share and revenue as a result. To achieve their goals, HLSK wanted to delve into the previously unexplored world of digital marketing with the help of the digital experts – Impressive.
Increase in revenue
Increase in non-brand clicks
Increase in sessions
Inspired by the tradition of bespoke jewellery craftsmanship, HLSK offers a new perspective on handcrafted jewellery with sustainability at the core of everything they do. Born in Melbourne, HLSK is a family-run business that prides itself on creating opulent pieces for every occasion.
THE CHALLENGE 01
Unchartered digital waters
Since HLSK had never entered the digital performance space previously, Impressive had to build the digital strategy from the ground up. The aim was to devise a complete digital marketing strategy that would create and cement a foothold within the digital landscape and ultimately increase the company’s overall revenue and market share.
THE STRATEGY 01
Impressive developed a 12-month omnichannel marketing strategy using a through-the-funnel approach. This approach meant that the digital efforts would capture potential customers anywhere throughout the funnel. Whether they were at the awareness stage or final stages of conversion, our digital strategy would get them over the line.
THE CHALLENGE 02
Underperforming email platform
Prior to their connection with Impressive, HLSK were using an outdated platform for its email automation platform which was contributing to the underperformance of the channel. The platform was proving to be inconsistent and the set-up lacked efficient flows which hindered the channel’s potential.
THE STRATEGY 02
To help give HLSK’s email performance a substantial boost, Impressive migrated the company over to Klaviyo and set up brand new automations with revitalised intentions. Impressive built these automations from scratch to ensure that their emails were targeting the right audience with the correct intention, ultimately influencing their buying behaviour.
THE CHALLENGE 03
Bespoke SEO strategy
In the effort to help HLSK gain a larger share of the market, Impressive placed a heavy focus on increasing the company’s traffic volume, SERP ranking and non-brand clicks – all through the dark art of SEO.
THE STRATEGY 03
The Impressive SEO specialists created new category pages that grouped specific products together based on popular search queries. These pages were then enriched with optimised content that specifically targeted non-branded keywords with a high search volume. This approach not only increased the brand’s visibility on the SERP pages but also directed organic traffic towards products that potential customers were seriously interested in. To enhance this process, the team increased the site’s overall authority by gaining quality backlinks. The team then optimised the site from the back-end ensuring that it was in tip-top shape.
THE CHALLENGE 04
Due to the saturation of the industry, HLSK were in a constant battle to achieve maximum visibility in ad spaces. In addition to this, the company’s competitors were bidding on HLSK branded search terms so that when potential customers would search for HLSK specific products in search engines, their site would appear up top instead.
With a somewhat limited budget for ad spend, HLSK needed to launch a smart paid media campaign to ward off its competitors and win back its rightful portion of the market share.
THE STRATEGY 04
Impressive launched a strategic branded search campaign during HLSK’s peak sale period to take advantage of key festive moments. The campaign utilised multiple paid media channels to expand its reach and customised the content based on audience segmentation.
The campaign also moved into the search engine marketing space, outbidding competitors on branded search terms which ultimately protected brand terms and prevented HLSK from losing traffic to their competitors.
Through its first-ever digital marketing partnership, HLSK were looking to capture a larger portion of the bespoke Jewellery market share, which is exactly what they did, and then some. By entering the digital space and forging its path with a masterful omnichannel strategy, HLSK increased its overall revenue by an insurmountable 40% just in the first quarter.
41% of the company’s total revenue was attributed directly to the implementation of the new email automation platform and subsequent flows. In addition to this, the omnichannel campaign achieved a 109% increase in sessions, a 167% increase in non-brand clicks and a 26% decrease in bounce rate.
The launch of a number of branded paid ads also allowed the HLSK to protect its branded search terms from the relentless bids of its competitors – giving them maximum visibility and appearing above the fold.