In early 2013, James Thredgold Jeweller engaged communikate et al to develop and implement a social media strategy. Being relatively new and unfamiliar in this territory, James Thredgold Jeweller needed support to grow and engage its target audience. The opportunity also existed to build the jeweller’s brand on a platform that many of its competitors were slow to embrace.

communikate et al began with a review and refresh of James Thredgold Jeweller’s existing Facebook page. A content strategy was developed to provide strategic direction for the page’s management, which was aligned with existing marketing activities.

Following this, communikate et al took over the page’s day-to-day management including content development, user engagement, monitoring and evaluation.

The content strategy included the development of a Facebook competition which successfully drew entries and fans from all over Australia. Alongside this, Facebook advertising was undertaken to increase the brand’s reach.

In less than three months, James Thredgold Jeweller’s Facebook page achieved a 450% increase in fans and an astounding 3000% increase in its weekly total reach. Most importantly, the strategy assisted the jeweller to build awareness amongst prospective customers and maintain relationships with existing customers.

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