Social Media Marketing Case study
Building 24-carat relationships
with fashion jewellery
Winning hearts through meaningful engagement
"VE is helping us engage with our customers and making them feel loved and wanted. It explains why our customers are coming back and our company is growing.”
Looking Through the Eyes of the
Customer
Jump to Content
J for Jewellery – J for Joy
Started by mother-daughter duo Robin and Britney Frank, Frank Divas is a direct seller of Paparazzi Accessories. Their product range consists of necklaces, earrings, bracelets, rings, and hair clips.
Their business has two aspects – Customers and Consultants.
Customers would directly buy the products.
Consultants would sell Paparazzi Accessories learning the tricks of the trade from Frank Divas. 13 years after starting, they have a huge community of loyal users as well as consultants who found financial independence.
Paparazzi Accessories is a jewellery brand. They sell affordable jewelry, starting at $5. The company runs a commission-based jewellery-selling program. Frank Divas have been a part of it since 2010.
The Business Faced Two Major Challenges
Late to Their Own Party
Robin and Britney go live on social media platforms to display the jewellery. They take orders in the comment box or direct message. They also have an app and a website. But mainly, the orders come via social media.
The messages would pour in every day, inquiring about products as well as about becoming a consultant. But Robin and Frank already had a lot on their plate. So the time to reply often went over 48-72 hours.
This was enough to fizzle out the excitement.
Risk of Buyer’s Regret
In the age of online catalogs, it can become challenging for shoppers to visualize themselves wearing accessories shown online. Photographs may not show products from the angle customers may wish to see.
On top of that, pieces of jewellery are non-returnable unless found to be defective. Naturally, there is a risk of ending up with buyer’s regret. All this could possibly create friction in the buying process.
For a potential customer, perhaps the best way to overcome this challenge was by connecting with the seller, and asking relevant questions, and make informed purchase decision.
And for consultants, the best way to convince them to come on board is by giving them a clear picture of life as a consultant.
That’s where VE came into the picture.
Fast Grabs the Attention, Always!
We responded to each query promptly. Regularly engaged with the shoppers and direct selling communities. Encouraged them. Kept the excitement alive. Gave them clarity which built trust and cordial relationships.
It was everything someone could ever wish for in a brand with an online presence.
The Job Mainly Required Five Things
First, we added Instagram, Pinterest, and TikTok to their engagement program.
On Instagram, we engaged with customer posts and stories, sent welcome messages to followers, and also interacted with customer posts tagged with hashtags relevant to the client’s business.
On Pinterest, we created new boards for different collections, updated the existing boards with the latest set of images, and pinned relevant posts.
On TikTok, we interacted with users that were proudly showing off their jewellery. Reached out to users who had posted videos with hashtags related to jewellery.
We would share all the tagged posts, stories, and videos on the same day. Frank Divas have 30K followers on Facebook, 4k on Instagram, and 20k+ monthly views on Pinterest. The company’s huge fan following incentivized the sharing of the photos. It gave customers an opportunity to reach out to over 50k people.
Customers felt important, loved, and part of a big family as they were getting a lot of attention from the brand they had started to love.
The Channels That Helped Build Engagement
We chose Facebook, Instagram, Pinterest, and TikTok for the reach they offered and their user personas. The customer segments chosen on these channels were a perfect fit for the audience we wanted to communicate with.
The Winning Outcome
For customers, the experience was more than what they had bargained for. The brand offered tangible benefits in its price point, coupled with a bundle of intangible benefits. Users felt elated, confident, loved, wanted, and desired. Both – the product and the communication – played an equally important role in delivering what can be termed as ‘abounding value’ for the brand.
Consultants enrolled by Frank Divas felt comfortable as they were handheld, guided, and encouraged. All their apprehensions and queries were addressed promptly. With a growing community of eager and satisfied customers and motivated consultants, Frank Divas recorded growth like never before.
The Jewel in the Crown
“It’s been a year since I’ve been working for Frank Divas. I have been managing their social media accounts – Facebook, Instagram, Pinterest, and TikTok. I interact with their customers and post content. The entire team at Frank Divas is so helpful and generous. I’ve had a great time working with them!” – Utpal
Utpal has been instrumental in growing the online community of followers and patrons of Frank Divas. She worked on the client’s Facebook, Instagram, Pinterest and Tik Tok channels and turned them into powerful tools of engagement.
“Utpal is the best! She is so hard-working and dedicated. We can always rely on her to help our business succeed. She truly has helped us save lots of time through her great customer service skills! We are so grateful to Utpal for all that she has done to help us grow our business!”
Robin Frank, Founder – Frank Divas Our talent pool consists of expert professionals like Parth, who dedicate their careers in helping businesses succeed.
Robin Frank Talks About Us with Happy Tears
A brief overview
Frank Divas is an online jewellery store run by a mother-daughter duo. They are the direct sellers of a commission-based jewellery selling company called Paparazzi Accessories.
Since their business model heavily relies on community building and interaction, they contacted VE in 2020 to improve their engagement. This is the account of what happened next.
Requirements:
Social media management
Adding new platforms
Beingfamiliar with the catalog
Understanding the business model
Answering customer queries
What VE Did
The client was active only on Facebook; we added Instagram, Pinterest, and TikTok to the mix.
Our insightful resource built meaningful relationships with customers. We made the community bigger and still cut the time to reply by 24-36 hours.
As a result, we elevated the shopping experience, reduced friction in the buying process, and made the company seem more approachable.
How?
We made customers feel heard and important. We shared their excitement, showed warmth, and ensured they were 100% satisfied with our response.
Result
The customer got total clarity on the products. Trust in the company increased. So they bought more confidently.
If you have a minute, take a look at what our client Robin says about our efforts.
