Online Marketing

Lesdene Jewellery

The Client

Lesdene is a well-established brick-and-mortar store in the Cape Gate mall but needed to expand their brand online. We created a website for them to showcase and sell their jewellery online – see the case study here. They also needed marketing to expand their brand awareness and create traffic to their website once it was complete.

The Challenge

Lesdene did not have any social media in place, not even a Facebook page. We assisted in creating and implementing an online marketing campaign. We recommended utilising Facebook’s powerful visually-focussed platform through the creation of both organic and paid content. We suggested this because Facebook’s mainly visual-driven interface naturally lends itself to marketing products like jewellery. Facebook is also especially great for building a brand and creating brand awareness.

The Approach

We created a number of paid advertising campaigns, specifically tailored to the creation of brand awareness and to draw traffic to Lesdene’s online shopping website. Facebook was our initial focus as content on it is less time-sensitive and easily redirects potential buyers to an online shop as links can be included within the posts and adverts. Another great feature we utilised is that of Facebook’s ability to show advertisements on the Instagram and Messenger platforms, giving us greater reach.

The initial advertising campaigns ran for over 6 months, and despite starting from scratch, Lesdene’s Facebook presence is now firmly established, and they continue to grow, having over 2000 followers currently

Google Adverts

We approached advertising with Google slightly differently, because of a large amount of competition for jewellery-related keywords. We, therefore, went for a very specific set of keywords, directly related to Lesdene’s offerings.

The Google Adverts have continued to do well and we have built out various responsive text adverts to cater for specific keywords. The adverts have assisted greatly in continuing to draw traffic to the Lesdene website, even through traditionally quiet seasons.

We provide continuous support and make monthly adjustments to ensure their ads perform continue to optimally.

The Relationship

More recently we have run successful Facebook ad campaigns for Black Friday, Christmas and Valentine’s Day in 2018/2019.

We continue to support Lesdene’s online brand presence through the creation of content for their Facebook page and do the content writing for each of the posts. Lesdene continues to grow their brand by boosting well-performing posts to the audiences we created to ensure brand awareness is maintained.