Complex Buying Journeys & International Growth with 77 Diamonds

Background

77 Diamonds is a luxury international brand that sells diamonds via their online store and network of local showrooms. The brand is one of the biggest players in the UK market for diamond engagement rings, being one of the original businesses to start selling diamonds online back in 2005. 77 Diamonds and Propel Digital have been working together since 2019, across paid search, paid social, analytics and creative. The 77 Diamonds team is based across London, Lisbon and Dubai with Propel supporting remotely via their London team.

Key Challenge(s)

77 Diamonds have a complex omni-channel buying journey, where the person making the final purchase isn’t always the person choosing the product. Being such an established brand in their home market of the UK, and with domestic growth forecasts relatively low, greater strategic emphasis was placed on growing internationally. To support the client’s international expansion efforts, Propel were tasked with running campaigns that increased the brands traffic and conversions abroad, with robust attribution in place to align with the complex buying journey of their customers.

How we helped solve the challenge

To support the complex buying journey, Propel deployed a two-pronged measurement framework. An offline conversion tracking solution was deployed to measure the omni-channel buying journey, and propensity modelling based on website interactions power the bidding algorithms. 77 Diamonds localisation efforts across their website and showrooms were supported by paid search and social campaigns targeting 69 countries across 12 languages. Optimisation and budgeting across these campaigns were managed by Propel’s proprietary forecasting tools.