$182,000 in Bridal Jewelry Sales from Ecommerce Ads
Case study details
The Challenge
Wink of Pink specializes in bridal jewelry including engagement rings, wedding bands, bridal sets, and wedding day accessories. They needed to increase online sales in the competitive bridal jewelry market with its seasonal buying patterns.
Our Approach
We launched Meta Ads campaigns targeting recently engaged women and wedding planning audiences, with creative designed to capture the emotional significance of bridal jewelry purchases.
Audience Strategy
We focused on women aged 24-35 with high purchase intent:
- Relationship targeting: Facebook relationship status "Engaged"
- Interest targeting: Wedding planning, bridal jewelry, engagement rings, weddings, bridal magazines
- Behavioral targeting: Users who engaged with wedding planning content, followed bridal influencers, joined wedding planning groups
- Lookalike audiences: Built from purchasers and website visitors who viewed engagement ring pages
Creative Strategy
We featured elegant product photography and emotional storytelling:
- Product photography: Individual rings, bridal sets, and styled wedding day jewelry looks
- Lifestyle imagery: Jewelry on real brides in wedding settings to help customers envision their special day
- Video ads: 360-degree ring views, sparkle and detail close-ups, emotional storytelling about finding the perfect ring
- Carousel ads: Ring collections organized by style (vintage, modern, classic, halo) and price range to accommodate different budgets
Ad Copy & Messaging
We addressed both emotional desires and practical concerns:
- Quality craftsmanship and ethical sourcing
- Customization options available
- Special wedding day pricing
- Free returns and lifetime warranty
- Complimentary ring resizing
These trust signals reduced purchase anxiety on high-ticket items.
Campaign Structure
Campaigns were separated by product category to allow budget prioritization:
- Engagement rings (highest value)
- Wedding bands
- Bridal accessories
Landing Page Optimization
Product pages featured:
- Extensive filtering options (metal type, stone shape, price range, style)
- Customer reviews with real wedding photos
- Virtual try-on tools
- Financing options through Affirm
- Free shipping thresholds to encourage higher order values
Retargeting Strategy
We implemented dynamic product ads for automated retargeting with a sequential approach:
- Exact viewed product
- Similar styles in the same category
- Limited-time discount offer
Seasonal Campaigns
We ramped up during peak engagement and wedding seasons:
- Engagement season promotions (November-February)
- Flash sales during key shopping periods
- First-time buyer discounts
Email List Building
Email capture campaigns grew the subscriber list for long-term nurturing throughout the extended wedding planning timeline (typically 12-18 months), plus future anniversary gifting opportunities.
Results
Through bridal-focused targeting, luxury product presentation, and strategic seasonal promotion, we generated $182,000 in bridal jewelry sales while building a database of engaged couples for ongoing marketing.
