The Challenge
Hard Jewelry had built something most brands dream of — over 1 million Instagram followers and a fiercely loyal community.
But their growth engine wasn't matching the strength of the brand.
Their paid media was fragmented. Budget was spread across awareness-focused campaigns optimized for reach and impressions rather than purchases.
They were running boosted Instagram posts and one-off seasonal pushes — none of it tied to a systematic testing or scaling process.
The Growth Gaps
- ✕No creative testing system — new ads went live without a structured way to test, measure, and iterate
- ✕No creator content pipeline — despite selling a highly visual product, there was no program for sourcing creator content at scale
- ✕No profitability visibility — the team could see top-line revenue, but had no way to understand true margins
- ✕Undetected wasted spend — significant budget was being allocated to campaigns generating zero measurable return
Hard Jewelry had the brand, the audience, and the product. What was missing was the system to turn all of that into efficient, profitable growth.
The Solution
1. Ad Account Restructure
We rebuilt the paid media operation from the ground up.
The existing account was running awareness-oriented campaigns — budget going toward reach and impressions with no clear path to purchase.
We restructured everything around a structured ad testing framework designed to systematically test new creatives, identify winners, and scale what works.
Within the first two weeks, we audited the entire account and eliminated over $25K in spend that was going to placements and campaigns with zero purchase attribution.
2. Creator Program Development
Hard Jewelry had no creator content operation when we started.
We built one from scratch — sourcing creators, establishing production workflows, and building the infrastructure to turn raw creator content into high-performing paid ads.
The program ramped quickly, producing multiple content formats including unboxing videos, product showcases, and lifestyle content.
3. Strategic Creative Direction
Some of the biggest performance wins came not from new content, but from identifying high-potential assets already in the account that were being misused.
We found content with strong engagement signals buried in awareness campaigns — generating views and interactions, but never set up to drive conversions.
We reworked hooks, restructured campaign objectives, and moved the strongest assets into conversion-optimized placements.
One of these strategic calls alone produced the #1 performing ad in the entire account, delivering a 6.63x ROAS at a $12.71 CPA.
4. Financial Infrastructure
For the first time, the team gained visibility into what was actually profitable:
- Integrated accurate cost-of-goods data into their analytics platform
- Enabled true profitability reporting at the product and campaign level — not just revenue
- Built reporting systems to pull and consolidate performance data across ad platforms
The Results
Total Revenue
New Customer Rev
Store-Wide Performance (60-Day YoY)
| Metric | Change |
|---|---|
| Returning Customer Revenue | +45% |
| Average Order Value | +26% |
| Units Sold | +59% |
Paid Media Highlights
Why It Worked
1. Structure over intuition
We replaced ad-hoc decision making with a repeatable framework for testing, measuring, and scaling. Every dollar spent had a purpose, and underperformers were identified and cut fast.
2. Full-stack approach
This wasn't just media buying. We touched pricing, financial infrastructure, creator content, creative strategy, and team training — because sustainable growth requires the whole system to work together.
3. Building for independence
We built systems and trained the team to run them. The creator program, testing framework, and pricing infrastructure all continue to generate value well beyond the engagement.
Ready to scale?
We built this brand using the same playbook we run for our clients. If you want that same level of intensity and strategic depth applied to your business — let's talk.