Peacock Collection
Peacock is the visual signification of the Virani brand pillar, “connection”.
View the signature collection ‘Boundless’ : https://www.viranijewelers.com/collections/boundless-peacock-jewelry
Team & Roles
Merchandizer: Marcia Lima
Marketing Team: Judith Sully & Marcia Lima
Creative Team: Roisen Chan, photographer & Shefali, graphic design
Developer: Robert
UX Designer: Shefali
Floral Collection
The signature collection representing Virani’s brand pillar ‘rose’ which stands for beauty.
Marketing teams wanted to target the millennial woman with this collection and activate the brand.
Meanings were assigned to 4 sub-collections and the collection overall related to womanhood, women’s agency and solidarity.
The collection consisted of 100+ products. The sub-collections were sculpted around wardrobe expressions and messages of 4 concepts of the rose collection.
Team & Roles
Merchandizer: Megan Matthews
Marketing Team: Judith Sully & Marcia Lima
Creative Team: 2 photographers, videographer, graphic designer & illustrator
Developer: Grant LaRocca
UX Designer: Shefali
Asset mockup: I supplied the illustrator with a samples of the visual style
Interaction design mock up: Upon hover, the illustrations reveal the sub-collection
Assets Delivered
Clickable mobile prototype:
Click image to view live web page:
Graphic Asset Sheet
Navratri Festival Campaign
Navratri 2018 was from 10th to 18th October
Shopify Analytics of October 5th 2018 - October 21st 2018 (compared to Sept 18th - October 4th, 2018)
Diwali Campaign 2018: 220 Products
Diwali is the Hindu New Year, based on the lunar calendar the Fall season a huge gift giving occasion. South Asians who value gold buy jewelry as gifts for the family.
The marketing team’s creative direction encompassed social media and email collaterals. Jewelry and gift giving would be personified with a young couple.
•To tie the theme together on the website, I presented the theme “festival of lights” for the Home page and Diwali landing page hero banners.
• Based on the vast number of products to be featured in the campaign collections, I drew 2 funneling strategies.
•Based on the success of the “Discount/Deals” page, other campaigns, like Thanksgiving, Christmas and New Year’s also incorporated one.
• By April 2019, analytics indicated that a Deals page should be part of the Global Navigation, but renamed as “Special Offers” to maintain the luxury brand feel. People seemed more inspired to shop cased on some form of discount. The gold per gram price at Virani is highly competitive (low), so to combine that with a discount enables customers with an investment mindset to make larger purchases.
•The primary persona has a bargaining behavior, as prevalent in South Asia and to reduce the amount of people getting on the chat app to bargain with the sales rep, marketing team agreed having this page would be beneficial.
I took a look at the campaign inventory and mapped 2 funneling strategies:
• Product Cards for (1) Temple Jewelry (because it receives the most traffic from solid gold buyers) (2) 8 Product Type Cards (3) Funnel 4 of those to Men & Kids
• Product cards for Women, Men & Kids (1) Women’s funneled to product types for her (2) Men and Kid’s funneled to product grids with modeled photo assets in the grid.
• Collaborating with marketing team’s goals wireframe deliverables included (1) New Jewelry section (2) Special Offers section [discounts] (3) Gift guides (4) links within each Diwali product grid to the site’s other product grids so that people could keep browsing if they did not see what they liked.
Graphic Asset Sheet
Analytics
Men's Watches
WEB TRAFFIC
Traffic has decreased by 53%
Web users decreased by 54.1%
Sessions decreased by 53.3%
Pageviews decreased by 45%
Bounce rate decreased by 17.2%
Key Takeaway:
Campaign period has ended and ad spend and budgets have been cut in half which caused a direct impact on web traffic.
The bounce rate has decreased and it may be due to the significant drop in traffic, PIP optimized skus being launched, and targeted/refined landing pages and ads.
Campaign periods and weekly promotions are important to keep traffic up website.
Category and curation is still a necessity and will help bounce rate continue to decrease.
2. Top 3 sources of traffic come from Organic, Paid & Direct
3. Male engagement has decreased by 5% from 12/10/17 - week 12/17/17
Key Takeaway:
Campaign period has ended and email marketing email marketing efforts ceased along with cut budgets for paid.
Continue to email market and use the month of January to provide winter Promos.
Male presence on the website may have decreased due to lack of Bridal/Engagement page and direction in regards to engagement shopping.
ADWORDS
Clicks decreased by -45.2% and Impressions decreased by -50.1%
CTR increased by 23.1%
Mobile is the largest source of traffic for adwords.
No conversions from adwords yet
Key Takeaways:
CTR has increased from previous two weeks due to implementation of new ad which replicated keywords from Raj and Gold Palace
Conversions are happening on website but not being recorded via adwords. Adwords conversion goal needs to be reconfigured and set up appropriately.
Click & Impressions have decreased significantly due to ad budget adjustments as well as average CPC cost.
SOCIAL MEDIA / EMAIL MARKETING
Over 28 day period we acquired: 59 new page followers
Page Action down by 6%
Post engagements down by 37%
Page Likes up by 44% Page Followers up by 41%
Page Reach & Previews down by 33%
Takeaways: .
Engagement and followers needs to increase via Facebook.
A Social media schedule will be key as well as usage of management system. Share post from more success channel, Instagram.
Social Media Intern to work under the direction of Shaymal and to handle Facebook.