Klient:

Niika

What started as a side project for fun quickly became a thriving jewelry business.

case study

What started as a side project for fun quickly became a thriving business

284 %

Revenue increased by this much in the first month of collaboration while maintaining ROAS

406 %

Year-over-year revenue growth in the first quarter since the start of our collaboration

Services we provide to the company

their story

QUALITY AND BEAUTIFUL JEWELRY AT A REASONABLE PRICE

Women and jewelry. It’s a bit of a cliché, but these two concepts simply belong together. Some prefer gold and the most ornate designs, while others favor silver and more subtle patterns. The current market offers such a wide selection that there is something for everyone.

However, not so long ago, the situation was different. When Veronika Hložánková was searching for so-called minimalist jewelry, which she knew from abroad, she realized that this type of product was simply not available in our country. Through conversations with acquaintances, she discovered that she was far from the only one who would be delighted by subtle yet intriguing jewelry. After a short period of deliberation and calculations, she found suppliers and founded the brand Niika, specializing precisely in minimalist jewelry.

The products found customers almost immediately. Jewelry produced in small series, yet still able to maintain an attractive price point to appeal to a broader target group, quickly became a hit. For a while, it seemed that everything was working perfectly, and there was no need for any changes.

Over time, however, Ms. Hložánková realized that she would need help. She had been handling marketing—including planning, performance campaigns, and content creation—on her own. However, she began to feel that performance marketing, in particular, had gaps through which the company was unnecessarily losing profit, to the advantage of competitors who had started offering this type of jewelry as well.

their goal

IMPROVE CAMPAIGNS AND GAIN AN EDGE OVER THE COMPETITION

The initiative for collaboration with Niika came from Four Bros. Our COO, Honza, noticed a post on Instagram where Ms. Hložánková was looking for someone to manage PPC campaigns. Honza responded to the request, and shortly thereafter, we began discussing the details of the collaboration.

The client’s main request was to optimize PPC campaigns, which had been functioning very limitedly until then. Similarly, there were unnecessary gaps in Social Ads, specifically in campaigns on Facebook and Instagram. However, the creative and overall content on social media was at an excellent level. We quickly agreed on what needed to be done and jumped into the work together.

our solution

PERFORMANCE CAMPAIGNS BASED ON BUSINESS CONSULTATIONS

The plans and intentions of the business, as described to us by Ms. Hložánková, made sense. It was simply a matter of aligning expectations, and nothing stood in the way of us starting. It’s important to emphasize that aligning expectations is crucial at the very beginning of any collaboration. The work goes much more smoothly when the client knows what to expect and has a rough idea of how things will progress. Unrealistic and sometimes overly exaggerated expectations can significantly hinder collaboration. In this case, however, we were on the same page.

BUSINESS ADVISORY AS A FUNDAMENTAL BUILDING BLOCK

Before diving directly into the campaigns, we thoroughly reviewed the state of the company with Ms. Hložánková. For the campaigns to be truly effective and capable of meeting the set goals, they must be based on data reflecting the real state of the client’s business.

We examined the company’s costs and margins for individual categories and products. Based on this, we were able to propose a basic marketing strategy and calculate the necessary budget that would flow into marketing on a monthly basis. Taking into account the historical development the company had already undergone, we ultimately created a revenue plan so that we had a concrete target towards which our efforts in performance marketing would be directed.

Although these steps should be the foundation of any marketing collaboration, we unfortunately still encounter clients who have been through the “care” of other agencies without experiencing this approach. Without these steps, campaigns are merely “shooting in the dark,” where any successful outcome is purely a matter of chance.

SOCIAL ADS A PPC CAMPAIGNS

After the necessary preparations, we were able to start performance marketing in February 2023. This became the foundation of the first phase of our collaboration. We opted for the classic approach with PPC campaigns on Google and Seznam, supplemented by Social Ads on Facebook and Instagram.

We quickly realized we were on the right track practically as soon as the campaigns were launched. In February, the very first month of the campaigns, we managed to increase revenue year-over-year by 284%. March then took our breath away, with revenue jumping by an incredible 412% year-over-year. In April, the growth was similar, around 400%. All of this was achieved while strictly adhering to the pre-determined ROAS (Return on Ad Spend).

SEO AS A SUPPORTIVE ACTIVITY

The issue of SEO couldn’t be neglected either. Although it wasn’t the primary focus in the initial phase, we still dedicated some attention to it. We prepared a keyword analysis that highlighted the terms we wanted to focus on in content creation for the website and those we would target through paid PPC campaigns. A synergistic effect is that this analysis will also be useful in the future when making planned adjustments to the website.

common success

Our collaboration with Niika truly brings us joy. Thanks to mutual trust supported by excellent communication, the work flows smoothly and delivers results that are almost like a dream. Even outside the peak season, we are achieving comparable, if not better, results than during the busiest time of year, around Christmas. However, it’s not just online marketing that contributes to the current success. In this case, an attractive product, the creation of high-quality creative content for social media, combined with excellent customer-oriented service, have all played a crucial role. Within a few months, what started as a side project for Ms. Hložánková has become a full-fledged business that has yet to exhaust its growth potential.

We plan to continue our collaboration. Our immediate focus will be on the website, which currently limits us the most. We plan to create a new, faster website that meets our SEO requirements and provides a top-notch user experience. We also aim to further promote Niika within the jewelry community, reaching out to those who are interested in or work with jewelry, and to increase the brand’s visibility. We believe this is another step in the right direction.

We look forward to what our continued collaboration will bring. We are confident that we have an exciting journey ahead through the sometimes turbulent seas of marketing.