Transforming a small family-owned business into a luxury brand.
I was approached by one of the founders with the task of transforming the visual presence of NightRider Jewelry into a luxury brand that could compete with the Rolex's and Tiffany's of the world. A tall order.
Within the first year of directing their media program, my little media team and I drove a 63.18% increase in online revenue.
This was accomplished by a mix of compelling lifestyle imagery, personable video, high-quality online service, exclusivity in email marketing, and new 3D rendering technology.
Before
When I started at NightRider Jewelry, their digital presence was an eclectic mix of stock imagery, iPhone photos, and product images.
Lifestyle Imagery
My first order of business was the lifestyle imagery. NightRider has strong ties to the biker industry, and needed to elevate their status to match a more wealthy audience that also happens to own bikes. (Think Business owners that own motorcycles.)
Personable Video
NightRider's sales team were known for their incredible service in store, and that level of personable service needed to be matched online.
I was able to grow their Facebook audience by 21.67%, Instagram by 48.19%, and garner over 400,000 views on YouTube. Our yearly website traffic increased by 40% YOY, with longer time on page reflecting the video content that was being introduced throughout the product pages.
Conquer & Empower: A Rudiarius Story
The Rudiarius ring was the heaviest and largest ring that NightRider had released in years. After a lackluster first month of sales, they were nervous the new design was a flop.
But after introducing this powerful story of a local professional MMA fighter and his star pupil, the Rudiarius ring jumped to being the top 5 most sold in the company.
NightRider Unboxed:
Myths & Legends
My first campaign as Head of Marketing we decided to switch to a bi-annual launch schedule. Choosing to stockpile our new designs and present them using a more focused keynote video and email campaign.
Above is the first NightRider Unboxed, a beautiful showcase of product. I am particularly proud of the 70%+ view duration on a 9 minute video. (On YouTube, anything above 50% is considered stellar.)
This was my biggest production to date, leading both the marketing and creative aspects of the show. I directed, shot, and edited this video -- but this was a massive group effort of talented artists, designers, videographers, and e-commerce professionals.
The result was a 129% increase in month 1 sales over our typical Product Launch, all while breaking all-time records for concurrent web traffic.
