Performance marketing for a jewellery tradition in a tough market
Missing omnichannel strategy, no marketing automations, tough market
At project kick-off, the existing marketing activities were audited for potential and performance. The SEO audit revealed that the shop could not keep up with the competition in search engine visibility (Google, Bing and others). The potential analysis of paid media (SEA, PPC, paid social) showed which adjustments were needed. There was also major potential in marketing automation — until then the available capabilities had barely been used.
The task: an integrated marketing architecture — true omnichannel marketing that brings organic and paid channels, newsletter automation and social media into one coherent line. And to do so in a market that, without a clear strategy — without strategic guidance — hardly allows for profitable margins anymore.
A new strategy, new tools, a consolidated team
Digital marketing strategy and channel mix
Based on the audit results, a new digital marketing strategy including channel and media planning was developed and implemented. The subsequent continuous performance optimisation of the strategic and tactical online marketing activities delivered tangible improvements in the cost-revenue ratio (KUR).
Newsletter automations with Klaviyo
Alongside the optimisation of paid media, a new newsletter tool — Klaviyo — was introduced to tap the potential of newsletter automations more easily and efficiently. Step by step, the existing newsletter subscribers (over 200,000!) were segmented more finely based on their engagement data and enriched with CRM data.
The introduction of a number of newsletter automations (flows) — for example abandoned cart, birthday, welcome flow and browse abandonment — was rolled out together with the marketing team across several sprints. The client reports a clearly stronger newsletter contribution to online revenue since then and uses the setup as an independent lever next to classic push advertising.
Social media and cross-channel campaigns
The social media strategy was reworked and the build-out of the channels for Instagram, Facebook, YouTube, TikTok and Pinterest was started. Through targeted, cross-channel online campaigns — combining online advertising, search engine advertising, newsletter marketing, social media marketing and SEO optimisation — the ROM (Return on Marketing) was lifted in a very tough market. Which marketing campaign types work when was a dedicated strand of the strategy work.
Lead agency model with partner network
As the lead agency, we orchestrated the collaboration with three specialised partner agencies — MSO digital (performance marketing), Mailody (e-mail marketing specialist) and 2do digital (social media). Helen Kirchhofer had a single point of contact; we coordinated all disciplines.
What the new marketing architecture changed for Helen Kirchhofer
Newsletter channel established as a revenue lever in its own right
The new Klaviyo architecture — segmented lists, CRM enrichment, flow automations — established the newsletter as a standalone revenue lever next to the classic push channels. The client reports a clearly stronger newsletter share of online revenue.
Performance optimisation across paid channels
The performance work on SEA, PPC and paid social was continuously coordinated with the internal marketing function — budget allocation, reporting cadence and tracking setup refined together with the marketing team. The client steers KUR and Return on Marketing on the basis of this setup, in a market environment that remains demanding for Swiss watch and jewellery retail.
A built social media presence
Structured build-out of Instagram, Facebook, YouTube, TikTok and Pinterest with a clear content strategy and campaign logic.
One orchestrated partner network instead of four separate agencies
Helen Kirchhofer had only one point of contact — we coordinate MSO digital, Mailody and 2do digital in the background. Lead agency model in its purest form.
Voice from the management board
"Fantastic advice, professional and very personable! The collaboration with Michael and the partners of AHEAD OF TIME on a holistic omnichannel marketing strategy as well as its implementation for our complex e-commerce business was remarkable. The personal advice, tailored to our challenges and our business, the close support, and the continuous optimisation of all online marketing activities were astonishing."
— Marisa Müller, Member of the Management Board · VP, Helen Kirchhofer AG