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After revamping TiniLux’s content strategy, there was a significant lift in overall site performance. By shifting to content that uses more aspirational lifestyle imagery, we were able to position the brand to attract a younger demographic with more disposable income.
Increase in Avg.
Tini Lux is a DTC jewelry brand that offers affordable titanium earrings, necklaces, and bracelets for people who have allergies to certain types of metals. Because of their high quality and on-trend products, Tini Lux has built a loyal customer base. They came to grow their brand and increase conversion rates among people who didn’t yet know about them.
Through our growth strategy research, BuzzShift discovered a need to drive more site traffic from ads and emails, and to streamline their content on all platforms to present a cohesive and unified brand experience. Our recommendation was to create aspirational lifestyle content that also spoke to seasonality and the customer’s purchase intent. For example, during the summer season, content represented Tini Lux earrings being worn on the beach to showcase the jewelry’s water resistance and versatility. Whereas winter content focused more on date nights and holiday accessorizing.
reporting & analytics
paid media management
The content update allowed people to envision themselves in an environment where Tini Lux would not only withstand everyday activities, but also look good doing so. The 68% increase in site conversion rate is largely attributed to updated content that carried a special aesthetic and encouraged people to visit the site. Once on the site, the content and product selection did the rest.