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Strategically using sales to increase Amama revenue 2.5x along with improving ROI by 20%

About the Client

Background

Amama Jewels is a contemporary Indian jewellery brand which curates and designs handcrafted jewellery, combining global influences with local craftsmanship.

Goal

Strategically plan the sale to maximize revenue at a stable ROI. Increase the percentage of new customers.

Challenge

Competitors increased marketing during wedding season.
Convincing audiences to purchase from an artificial jewellery brand at that price point.
To generate 2.5x revenue while gaining new users, and maintaining ROI.

Our Approach

Launched a 2-day exclusive sale for members only.
Initiated a retention campaign on Meta to target the people who have purchased more than 2 products from the brand in the last 2 years.
Curated a list of customers with purchases above ₹7,000 and offered them early bird VIP access to the sale.
Broadcasted VIP sale access via WhatsApp to drive immediate purchases & sent the first emailer to members in the first 3 days.

On Meta, we focused on View Content events to attract high-intent customers from top-performing locations, particularly iOS & run a purchase optimized campaigns with broad interest targeting in jewellry-related categories (e.g. Jewellery, Bracelets, Earrings).
On Google, we ran P max, targeted high-intent signals with sales-driven creatives. Used high-intent search ad copies targeting generic jewellery-related keywords.
For the international market, we identified the top-performing countries based on high AOV products: UAE, US, and Australia. To tap a similar audience base, we created lookalike audiences.
To acquire new customers via interest based targeting we utilized various personas like "International jewellery brands", “Premium jewellery brands”, “Premium Beach wear Brands”, “Premium Chocolate Brands” and “Famous Novel Authors” etc.
To scale the revenue, with team Amama, we collaborated with Kusha Kapila, featuring her in sales creatives & sent second emailers to new customers.

Communicated “Sales ending in 3 days” messages via creatives.
Added a countdown timer on the website to create urgency.
Sent WhatsApp reminders with last-minute offers and changed the coupon code to "DONTMISS10" to incentivize final purchases.
Sent the final emailer in the last 3 days of the sale.