Fiona Diamonds - Case Study

FIONA DIAMONDS CASE STUDY

500% INCREASE IN STORE WALK-INS. 70% INCREASE MOM

INTRODUCTION

ABOUT

Fiona Diamonds is one of the premier jewelry brands of India today. It is one of the top names in the diamond jewelry market, synonymous with the word Quality. Fiona Diamonds has outlets in all major cities of India. Starting off in the Moissanite business, they were one among the first to bring lab-grown diamonds to the Indian Market.

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CHALLENGE

The challenge was to increase the store visits for Fiona Diamonds through digital marketing efforts.

GOAL

Fiona Diamonds, with the help of digital marketing, wanted to increase the number of store visits and also get more website sales.

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EXECUTION STRATEGY

There are of course multiple ways to send visits to the store using digital marketing but the crux of the strategy is to send (or show ads to) people who can afford the product.

We have picked multiple channels to achieve this including Google, Facebook, Display, etc.

Fiona Diamonds, with the help of digital marketing, wanted to increase the number of store visits and also get more website sales. The problem that plagued Fiona Diamonds was that even though the store was strategically placed in every city, they weren’t getting many store visits or sales and this was due to the lack of awareness for the brand. From our evaluation, we understood that there existed a misconception among the people about Fiona Diamonds that Lab Grown Diamonds were as expensive as regular diamonds.

So our Ads were aimed at creating awareness about Fiona Diamonds and their offering, that is Lab Grown Diamonds, and clear the misconception about it being expensive.

We ran Google Local Ads for Fiona Diamonds and targeted people searching for Diamond jewellers and directed them to the closest Fiona Diamonds jewellery. From our keywords, we understood that because it was a niche, we targeted normal diamond-related keywords that showed commercial intent. The local ads were aimed to educate people about Fiona Diamonds and it’s offerings and also to make them feel welcomed to the stores.

Our target audience was people of the high-income class and we targeted the ads around the location of the Fiona Diamonds stores so that anyone belonging to the target audience was shown the ads as and when they appear within the vicinity of the stores.

And we have used in-market and affinity to its fullest to create awareness and increase store visits via display ads.

1. We began with a thorough audit to uncover issues affecting the blog’s search performance. The next steps involve repurposing existing content and creating new, relevant pieces. Initially, we’ll focus on low-competition topics to build authority before tackling high-volume, competitive ones.

2. Post the SEO audit and fixes, our team collaborated closely with Decathlon’s Content team. During our content audit, we found that much of the existing content was tailored for the European audience and needed adjustments to align with the Indian market.

3. Next, we delved into keyword and topic research to pinpoint the content Decathlon should create for an immediate traffic boost. We discovered numerous monthly topics that significantly increased their traffic.

Within 3 months of starting, we increased the traffic to 10x and were able to achieve a sustainable growth of 100% month on month.

results

From our digital marketing efforts, Fiona Diamonds were able to increase the number of store visits drastically.

Since the start of our campaigns, we were able to see an increase of 500% in the number of walk-ins to stores. This result was achieved within a time frame of 2 months. Post that, it saw a steady increase of 70 – 100% month on month.