Local jewellery store ad automation example
Local jewellery store ad automation example
The campaign at the start was simple, one video, showing a selection of jewellery, with the same offer at the end. There was nothing wrong with the ad nor the products showcased but there was a missed opportunity because people looking at engagement rings could be shown an ad about rings and diamonds while others browsing for a gift could see a different product showcase. Most importantly for people who had already purchased from them we wanted to show something that goes well with the category from which they bought from and make them feel welcomed as a returning customer instead of showing the same ad. The goal was to test out the waters and see if it had any results, not building a huge campaign, more like a personalised one where the design team having more of a decision making ability almost day to day. The creative team could still decide what the campaign should look and feel like. The production system simply needed to make it easier to create a few relevant variations without turning every small change into a manual editing job.
It was a relatively small project, but it demonstrated something we think is important. Personalisation doesn't always have to mean creating a completely different advertisement for every individual customer. It's simply about having enough variation that the advertisement feels like it was made with the viewer's situation in mind. And we found that customers notice that difference, since a girl came a few days later saying I want *points at bracelet from ad* that one. People like being treated nice because their situation matters. Advertising should take that into consideration too.
VeeDeeAdmin
10-06-2026, 08:51 PM #1We find it slightly strange when a company has detailed information about what its customers are interested in, but still shows the same advertisement to everyone. As a recent example, we worked with a local jewellery store that was running a promotion. It wasn’t a huge campaign or some massive enterprise project. They were simply trying to make better use of the information they already had about the customers. They knew, for example, that a couple of people had been looking at an engagement ring, while others had been browsing watches or necklaces. A lot of customers had already bought something, and a few were mainly looking at products under €100.
The campaign at the start was simple, one video, showing a selection of jewellery, with the same offer at the end. There was nothing wrong with the ad nor the products showcased but there was a missed opportunity because people looking at engagement rings could be shown an ad about rings and diamonds while others browsing for a gift could see a different product showcase. Most importantly for people who had already purchased from them we wanted to show something that goes well with the category from which they bought from and make them feel welcomed as a returning customer instead of showing the same ad. The goal was to test out the waters and see if it had any results, not building a huge campaign, more like a personalised one where the design team having more of a decision making ability almost day to day. The creative team could still decide what the campaign should look and feel like. The production system simply needed to make it easier to create a few relevant variations without turning every small change into a manual editing job.
It was a relatively small project, but it demonstrated something we think is important. Personalisation doesn't always have to mean creating a completely different advertisement for every individual customer. It's simply about having enough variation that the advertisement feels like it was made with the viewer's situation in mind. And we found that customers notice that difference, since a girl came a few days later saying I want *points at bracelet from ad* that one. People like being treated nice because their situation matters. Advertising should take that into consideration too.
1 Guest(s)
1 Guest(s)