Johnny Dang & Co
Johnny Dang is widely recognized as one of the top celebrity jewelers in the world. Based in Houston, Texas, he has built an impressive reputation for his exceptional craftsmanship and innovative designs. His flagship store in Houston serves as a destination for celebrities, athletes, and jewelry enthusiasts alike, offering a wide range of custom pieces, from diamond-studded grills to luxury watches and bold statement jewelry. In addition to his physical location, Johnny Dang also operates a thriving online store, making his signature creations accessible to fans and customers around the globe.
Holistic Marketing
Jewellery
Challenges Johnny Dang Faced
1. Low Online Revenue & ROAS:
Despite being an iconic name in the jewelry industry, Johnny Dang struggled to translate his brand's immense offline reputation into online sales. The return on ad spend (ROAS) was suboptimal, leaving untapped potential in e-commerce.
2. Minimal Custom Jewelry Inquiries:
Custom jewelry is a cornerstone of Johnny Dang’s offerings, yet online channels were not generating enough inquiries for these high-value services. The lack of interest limited the growth of one of the brand's most profitable segments.
What Waves Did to Address These Challenges
1. Purchase Campaigns
We analyzed Johnny Dang’s follower behavior, brand identity, and social media analytics to inform our approach. With these insights, we launched targeted purchase campaigns that showcased his distinctive jewelry collections, successfully bringing the in-store jewelry experience to the digital realm. By incorporating retargeting strategies, we re-engaged past visitors, achieving a notable increase in conversion rates.
2. Lead Generation Campaigns:
To generate interest in custom jewelry, we developed strategic lead-gen campaigns tailored to captivate our audience. Striking visuals highlighted the craftsmanship, verified customer testimonials reinforced credibility, and precise calls-to-action effectively guided prospective clients toward initiating their bespoke jewelry process.
3. Phone Call Campaigns & DM Ads:
We introduced phone call campaigns to provide direct, personalized communication with customers, replicating the attentive in-store jewelry experience online. This approach ensured tailored support, effectively converting inquiries into sales and delivering a seamless transition from curiosity to purchase.
We implemented Instagram and Facebook DM ads to create an effortless, direct channel for customers to inquire about custom jewelry pieces through platforms they already use. This strategic approach mirrored the personalized, one-on-one consultation of an in-store visit, successfully translating that premium jewelry experience into the online space. By streamlining communication, we empowered users to ask questions, explore options, and receive prompt responses from the comfort of their devices. The result was a significant uplift in lead quality, as this direct engagement fostered stronger connections with high-intent prospects, paving the way for meaningful conversions.
The Metrics Before and After Waves
A Special Approach: Social Media Personalization
Recognizing Johnny Dang’s iconic reputation, we introduced DM Ads as a strategic, direct communication channel on Instagram and Facebook. This enabled interested customers to engage personally with the brand, pose questions, and initiate custom jewelry orders seamlessly within the platform. By cultivating a tailored, intimate experience reminiscent of in-store interactions, we significantly elevated lead quality and deepened customer engagement.
How We Exceeded Expectations
Hyper-Targeted Retargeting & Streamlined Inquiry Processes:
We implemented advanced retargeting strategies, focusing on past website visitors, social media engagers, and lookalike audiences. This not only maximized ad efficiency but also brought back high-intent customers, boosting ROAS to levels the online-store had not seen before.
By integrating DM ads and phone call campaigns, we created a seamless path for customers to inquire, reducing friction and improving lead-to-sale conversions.
Results Achieved
Online Sales Growth: +1,150% increase in monthly revenue.
Custom Jewelry Boost: Custom inquiries grew by 400%, revitalizing a key segment of the business.
Stronger Brand Awareness: Expanded reach and engagement through dynamic campaigns, cementing Johnny Dang as the "King of Bling" in the digital space
