L. Priori Jewelry
L. Priori Jewelry
Woman-0wned Jeweler in Philadelphia
Social media presence is crucial for a women-owned small business in a big city. L. Priori Jewelry struggled with content creation, social media management, consistent brand visuals, and overall brand awareness.
I was able to hone in on a general brand image and voice while successfully managing Instagram and TikTok content strategies. My main role was to keep Instagram active and engaging while working on photography and content strategies surrounding product launches and sales.
The Basics:
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Create and implement a social media strategy from scratch
Implement content pillars surrounding custom engagement rings, wedding bands, jewelry education, and client proposals and weddings
Community management with previous and potential clients
Weekly, monthly, and quarterly data analysis to adapt to the social landscape
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Create content calendar for Instagram and Tiktok
Film and photograph content around content calendar
Implement filming and photo standards to keep consistency on the grid
Organize content in shared folders and Dropbox
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Pitch campaigns for sales and collection launches
Art direction for graphics and photography
Organize photo shoots
Coordinate photo shoots with campaign collateral
Strategy
Create and abide by content pillars
Analyze weekly, monthly, and quarterly social data to adapt strategy
Draft content calendar 1.5 months in advance with room for change
Interact with community in a friendly manner
Follow trends on par with brand image
Produce consistent, high-quality work
Educate clients on business practices
Introduce brand trustworthiness by utilizing sales and production teams
The target clients included young professionals seeking a unique and custom experience for their engagement rings and wedding bands.
The problems the clients faced included a lack of personalized designs unique to their budget and taste. I wanted to showcase the wide range of rings and jewelry that previous clients have created with the designers.
Campaigns
Created, strategized, and implemented multiple campaigns for collection launches around engagement rings, wedding bands, fashion jewelry, and estate jewelry.
Each campaign brought in on average $5k - $10k in online revenue.
That’s me behind the camera!
Growth + Reporting
Utilized Instagram analytics combined with sales results to craft a social strategy that enticed potential clients and resonated with returning clients.
Increased the overall engagement rate from 2% to 6%
Increased follower count from 15.3k to 18k
Increased posting schedule from twice a week to five times a week
Increased daily story views to a peak of 4k per day
I used Notion to log and analyze weekly, monthly, and quarterly data (follower count, engagement rate, reach, link clicks, story views, etc). This is also where I created and archived monthly content calendars for social, email, and web campaigns.
Later was used for Instagram and Pinterest scheduling, as well as quick-access analytics tracking.
Tiktok
Created TikTok’s based on the timeliness of the trend and whether or not our audience would resonate. Top viewed videos ranged from 1.9k to 9.7k.
Of course, the ones that I randomly made on a whim were the ones that did the best (and were my favorites!)
Reels
Reels has changed so significantly, that it got to the point where we stopped obeying the algorithm and started to have fun. Reels mainly focused on silly trends, education, and brand awareness.
Brand Awareness
Collaborated with the owner to narrow in on brand image and voice, creating appealing visuals as a bookmark for potential and returning customers.
Content pillars included: custom engagement rings, client proposals, diamond and gemstone education, and fine jewelry.
The goal was to create an environment where clients feel comfortable and familiar with our sales associates. We recognized that making such a big purchase is intimidating and daunting, especially while learning the ins and outs of designing a custom ring. Maximizing brand visibility on social media made a huge difference with clients and they often referenced the social media pages in casual conversation with sales associates.
My favorite project
The campaign: Design a giveaway ring around our loose gemstone sale
The goal: Create a community-designed ring with the intention to give it away on our grid
The result: Increase in story interactions, DM’s from followers, and followers in general. We gained 90 followers from the giveaway post alone.
Design
Every social media grid needs some graphics! I was in charge of all things design when it came to social. This included stories and grid posts that were informational.