What We Did.

The campaign targeted a mix of high-intent and discovery-led audiences across multiple platforms:

• High-intent shoppers actively searching for jewellery products via the Google network of ad placements and Bing

• Inspiration-led audiences browsing visually engaging platforms such as Meta, Pinterest, and TikTok

• Social-first shoppers, particularly younger audiences engaging with TikTok content and live shopping formats

• Returning users and warm prospects who had previously interacted with the brand, targeted through remarketing strategies across a multi-channel approach

Audience behaviour and platform usage were central to the strategy, ensuring messaging and creative aligned with how different segments discover and purchase jewellery.

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Gemporia faced a multifaceted challenge:

• Maximise revenue and profitability during the highly competitive Black Friday period across PPC, paid social and programmtic

• Drive new customer acquisition while maintaining strong margins

• Expand brand reach across emerging platforms, particularly TikTok Shop

• Successfully launch and support an 8-hour TikTok Live shopping event, building demand beforehand and converting during the event

• Balance full-funnel activity, ensuring awareness translated into measurable sales through more direct response PPC conversion driving activity 

The key challenge was integrating traditional performance marketing activity such as PPC with new social commerce formats without compromising efficiency or return on ad spend.

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The agency implemented a full-funnel, multi-channel PPC strategy designed to build awareness, capture demand, and drive conversions at scale.

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Strategic approach:

• Ran a three-week campaign covering pre-Black Friday, peak trading, and post-event conversion

• Activated across Google, Bing, Meta, Pinterest, StackAdapt, and TikTok Shop

• Used search channels to capture high-intent demand via Performance Max and traditional search formats

• Leveraged social platforms for discovery using video and product-led creatives

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Optimisation & execution:

• Deployed automation and machine learning through Performance Max campaigns to optimise placements and bids in real time

• Conducted creative testing, including video formats, promotional messaging, and discount-led copy

• Used audience segmentation and remarketing to guide users through the funnel with tailored messaging

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Innovation through TikTok Shop:

• Introduced GMV Max Live campaigns to maximise conversions during the live event

• Ran GMV Product Ads to drive ongoing product discovery

• Built demand ahead of the 8-hour TikTok Live, directing users to an interactive shopping experience

• Combined entertainment, influencer-style content, and frictionless purchasing to engage a new audience

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This integrated approach ensured every stage of the customer journey was covered, from inspiration to purchase.