Marketing Objectives
Short-term: Build brand awareness and drive qualified website traffic
Long-term: Drive high-quality leads and online sales
Brand Overview
Re’em Responsible American Luxury is redefining the engagement ring experience through 100% lab-grown diamonds, recycled gold, and a focus on creativity, innovation, and ethical craftsmanship. What sets Re’em apart is their deeply personal approach, including one-on-one concierge support, and allowing customers to co-create their perfect ring. Even after purchase, clients can return and redesign the ring to ensure it’s truly loved.
Together, we developed a digital approach that highlighted their ring customization through an interactive quiz, introducing more customers to a personalized and sustainable alternative to traditional fine jewelry. Our strategy was designed to convert cold prospects into emotionally invested customers.
What We Did
UX Optimization
We conducted an in-depth UX analysis and improved overall site performance, with a particular focus on Re’em’s interactive quiz and custom ring selection process. Given the complexity of assembling a ring from multiple components, we identified key pain points and opportunities for improvement. The optimizations implemented helped streamline the user journey, making the customization experience more intuitive and engaging, while maintaining the brand’s ethos of personalization and ethical luxury.
Strategy & Content Recommendations
To gain deeper insights into customer behavior, we evaluated market dynamics and audience profiles, focusing on how users search for engagement rings, educate themselves on diamonds, and explore customization options.
The research revealed that potential customers actively seek educational and trust-building content before making a purchase decision, leading to our proposal for a blog strategy aimed at guiding users through this research phase and reinforcing Re’em’s values of transparency, innovation, and personalized service.
As a next step, we analyzed high-intent keywords and search trends to identify topics with strong organic potential. This allowed us to propose specific blog themes and SEO-optimized content that both attract qualified traffic and position Re’em as a thought leader in the ethical fine jewelry space.
Google Ads Management
Our Google Ads advertising strategy was designed to reflect the entire customer journey - from discovery to conversion - by layering campaign types that align with each stage of the funnel. We started off with video reach campaigns focused on building brand awareness. Then we progressed to Demand Gen campaigns to engage interested audiences, followed by Performance Max and Search campaigns targeting the narrowest funnel segment with the highest purchase intent. Throughout, we conducted audience and interest-level research to optimize targeting and gathered valuable first-party data to fuel ongoing retargeting efforts. This full-funnel approach ensured that we not only generated awareness but also nurtured interest and captured high-intent traffic ready to convert.
Measurement & Analytics
We implemented a detailed tracking system using GA4 and Google Tag Manager to capture key user actions such as quiz completions, add-to-carts, and purchases. These tracked actions were used not only to understand on-site behavior but also to refine and optimize advertising campaigns by feeding valuable conversion data back into Google Ads for improved targeting and bidding.
A tailored Looker Studio report was created to provide insights into both website performance, helping the team identify behavior patterns and optimize the user experience, and campaign effectiveness, enabling evaluation of advertising impact and guiding data-driven decisions.
Results
- In the first quarter of digital marketing efforts, website sessions grew 5×, expanding brand reach and significantly increasing overall traffic.
- The bounce rate decreased by 97%, indicating a strong increase in high-intent traffic.
- The lower-funnel campaigns delivered an increase in qualified leads and sales-ready opportunities, demonstrating stronger efficiency in converting engaged audiences.
Tools Used
GA4 · Google Tag Manager · Google Ads · Hotjar · Looker Studio · Ahrefs
