Luxury Ecommerce Success Story – David Yurman
Applying Content Marketing, Influencers & Partnerships To Expand a Global Luxury Brand
David Yurman, renowned American jewelry designer and creator of the iconic cable bracelet. The brand also offers a range of men’s and women’s watches, fragrances, and accessories, establishing itself as a globally recognized name in luxury.
The Challenge
David Yurman sought to expand its presence in Vancouver and connect with the Mandarin-speaking market. This required a comprehensive strategy to convey the brand’s story authentically while appealing to potential customers in both Canada and China.
Key Objectives
- Craft a narrative that reflects the brand’s luxury appeal.
- Enhance online engagement with rich SEO-driven content tailored to both Mandarin and English-speaking audiences.
- Build connections with prospective customers through social media, influencer partnerships, and optimized online experiences.
Our Approach
1. Target Audience Analysis
We conducted thorough testing to define key demographics, values, and behaviors. Every piece of content was purpose-driven, aligned with the distinct buyer personas, and optimized based on data insights.
2. Content Strategy and Creation
Our team crafted high-quality content, including product and collection pages, blog articles, and informative storytelling pieces showcasing the brand’s unique aspects. Each content piece was keyword-researched to align with search trends and designed to resonate with target audiences.
3. Social Media Engagement
We leveraged platforms like WeChat to build awareness and engage with customers in Vancouver and Hong Kong. We actively responded to customer inquiries and generated engagement through strategic content distribution.
4. Strategic Partnerships
We identified and collaborated with influencers, fashion bloggers, local media, and charities aligned with David Yurman’s values. These partnerships extended the brand’s reach and reinforced its luxury positioning.
5. SEO and Website Optimization
We created high-impact content that improved organic search visibility by applying data from keywords, competitors, and traffic analysis. We also optimized the site’s mobile experience and load speed to enhance user experience and overall performance.
Our Results
Organic Growth
Our SEO efforts led to a 193% increase in monthly organic search traffic, jumping from 296K visitors in September 2021 to 869K by December 2021.
Keyword Rankings
The number of ranked keywords grew by 85.9%, from 114K in September to 212K in December 2021.
Page Engagement
Average page views increased from 2.85 in September to 5.76 in December 2021.
Conversion Rate
We significantly boosted the website’s conversion rate, from 1.98% in September to 3.51% by the end of the year.
Ready to Outperform Your Market?
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