Tiny Tags, an online jewelry retailer, wanted to increase the sales of their engraved “mommy” jewelry. They had already been featured on several popular television shows and been endorsed by some of the top “mom” influencers, but they were having trouble leveraging this popularity into sustainable growth.
Fire&Spark™ performed a competitor overview in order to see what successful jewelry companies were doing to sell their products online. We noticed many competitors were utilizing paid media on Facebook, Instagram and Pinterest in order to sell their wares. Additionally, our research revealed that brands were leveraging affiliates and celebrity endorsements to build up a network of brand evangelists to grow demand.
Using a two-pronged approach, Fire&Spark™ worked to compile a list of the top online and offline influencers, from “Mommy-Bloggers” to celebrity moms. Using this list, Fire&Spark™ built a network of affiliates who would evangelize and promote the Tiny Tags brand directly to its target audience.
At the same time, Fire&Spark™ built out a multitude of online audiences and targeting options for paid social media advertisements on Facebook, Google AdWords, Instagram and Pinterest. After testing these options and eliminating all but the highest performers, Fire&Spark™ was able to build out a supergroup of ruthlessly lean, high ROI campaigns that were easy to scale.
With its triple-threat approach, Fire&Spark™ was able to take Tiny Tags from $6,000 in monthly revenue in 2016, to over $100,000 in 2018. Tiny Tags was featured on the Today Show, People Magazine, and was endorsed publicly by the likes of Meryl Streep and Nicole Phelps. The strategic use of affiliates, combined with innovative SEO strategies and PPC campaigns with up to an 11x ROI helped turn Tiny Tags from a small online store to successful national brand.
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