An ominichannel launch campaign to drive awareness and sales for new brand Oscar Graves

New Irish fine jewellery brand with an edge, Oscar Graves, land over 1m+ impressions within the first 4 weeks of launch.

Oscar Graves wanted to launch their new female jewellery brand to an Irish audience through a brand awareness campaign, as well as drive conversions in the Christmas market to build KPIs for future investment in the brand.

The brand offers alternative fine jewellery brand at accessible price points. The challenge for Sister was to both launch the branch, and build & execute a sales funnel that rapidly sped up the traditionally long lead in time for luxury goods, within a 12 week window.

€173

Average Order Value

48 cent

Cost per click through

By identifying customer trust as a key potential obstacles for reaching the goal, we set about developing a 3 month phased campaign, which prioritised influencer outreach, targeted online placements, all supported by a video first digital ad campaign. Influencers were given briefs, and content placements were targeted for audience growth and brand authority seperately.

With this omnichannel approach, audience segments engaged with the brand through multiple touchpoints and communications styles, quickly developing brand awareness and trust. Using promotions and direct response ads we built an email subscriber list of 1k+.

As Oscar Graves was a new brand, the strategy needed to build in our hypotheses about key traffic drivers. Over the course of the first 4 weeks, we seeded product to a variety of channels, and monitored performance across engagement and clicks. We responded by adjusting the budget with a follow-up campaign to the best performing outlets.

Partners became content creators for the brand, providing rich content and encouraging further UGC (user generated content)

Facebook awareness ads supported the brand activity through-out, before ramping up retargeting and DPAs with more targeted messaging, reaching a final 4 week of 48c.

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