Simuero
Digital Marketing Strategy
Case Study
Company: Simuero Jungle Jewelry
Project type: Digital marketing strategy case study
Project Year: 2023
Tools: Adobe Creative Suite, Google Analytics, SEMrush, Canva, PowerPoint
Deliverables: Prototypes for website redesign, measurable results
Objective:
This marketing strategy proposal seeks to boost Simuero’s sales by enhancing its digital presence and cultivating a community of loyal customers.
About:
Simuero is a Spanish jewelry brand dedicated to handcrafted pieces inspired by the natural world. Challenging the fast fashion industry, Simuero emphasizes a slow-fashion approach that prioritizes quality, craftsmanship, and eco-friendly materials. Each piece is designed to reflect the elegance and complexity of nature, making Simuero a celebration of individuality and sustainable fashion.
Problem Space:
Through Google Analytics, we identified a high bounce rate (54-59%) on Simuero's website, resulting in unintended traffic that distorts our engagement metrics.
Approach:
1. Strengthen digital presence and audience targeting
Eliminate irrelevant traffic by reviewing and correcting backlinks, ensuring the accurate tracking of visitors.
Implement SEO strategies that focus on relevant keywords and product categories.
ex: sustainable jewelry, handcrafted jewelry, ethical jewelry
2. Redesign and improve website engagement and online sales
Implement intuitive navigation, high-quality visuals, clear call-to-action, and optimized loading times with the ultimate goal of decreasing bounce rates.
Advertise deals/new collection on landing page
3. Develop a digital marketing strategy
Email marketing campaigns: Initiate a personalized email strategy using MailChimp to encourage repeat purchases and improve engagement.
Targeted paid advertising: Use Google Ads to attract new customers targeting people who are searching for jewelry.
Influencer collaborations: Partner with influencers who embody Simuero’s ethos, helping to expand reach within the target demographic.
4. Strengthen customer loyalty
Introduce loyalty rewards and VIP campaigns to foster a stronger, lasting connection with existing customers.
Appear in forums, events, and blogs that advocate for sustainable fashion to increase brand visibility and establish credibility in your local and international community.
Here, you can find insightful data and proposals for website redesign and Google Ads:
Solution:
We strengthened our loyal audience by addressing the high bounce rate and successfully attracting new customers who align with Simuero’s values. Enhancing the website played a crucial role in boosting online sales and brand awareness by improving navigation and ensuring up-to-date information on Simuero’s deals and new collections. By collaborating with carefully chosen influencers and actively engaging in forums, blogs, and events centered on sustainable fashion, Simuero has solidified its position as a leader in the field.
Improving my process
Our research identified Pinterest as Simuero’s primary social platform, which limited our reach. Moving forward, we plan to expand on Instagram, YouTube, and TikTok, prioritizing video content to connect with a younger audience and enhance engagement across multiple platforms.
To further improve our process, we’ll incorporate digital tools like Hotjar to conduct user research and gather direct feedback through audience interviews. This will allow us to better understand our audience’s needs and preferences, enabling us to make data-driven adjustments more effectively.