Case Study: Strategic Brand Growth + Sales Acceleration
Heroes Jewellery launched as a new online brand in a highly competitive market.
They had strong products and a clear purpose.
What they lacked was visibility, structure and momentum.
Their goal was to build a recognisable brand and generate consistent online sales. They also wanted their jewellery to be understood as meaningful, not disposable.
This case study outlines how we helped establish that foundation.
This project followed a structured marketing architecture approach, where clarity and sequencing were prioritised before tactics.
Client Context
Heroes Jewellery is an Irish jewellery brand built around compassion, care and courage.
Each piece is designed to carry emotional meaning.
The products were well crafted, but the brand was not yet being discovered.
At the outset, online engagement was low. Search visibility was limited. The brand story was not clearly expressed across digital channels.
Our starting point was to clarify who the brand was for and how it should be positioned.
Strategic Focus
The work focused on three priorities.
Brand clarity came first. Structure followed. Traffic and conversion were addressed last.
This sequencing reflects how we build marketing systems for SMEs, where structure supports sustainable progress rather than short-term wins.
1. Establishing the Foundations
We began by defining the brand’s positioning. Heroes Jewellery needed to be understood as affordable luxury with emotional value. That distinction guided all decisions that followed.
The early work focused heavily on brand development, ensuring the positioning and messaging were clear before driving traffic.
Messaging was refined to reflect intention, meaning and gifting. Language was simplified and aligned with how customers actually search and browse. This ensured the brand felt both accessible and considered.
2. Building the Website
A new website was designed and launched to support growth. The site was built to be clear, navigable and search-friendly from the outset.
Product pages focused on meaning as well as design. Copy explained why pieces mattered, not just how they looked. This helped visitors connect emotionally before purchasing.
Technical SEO fundamentals were implemented during the build. This ensured the site could be indexed and ranked properly.
“Partnering with 360 Marketing was a game-changer for our brand. They took us from being virtually unknown to becoming a recognised name in the jewellery industry. Their strategic approach—combining SEO, content marketing, and influencer outreach—drove significant traffic to our new website and boosted our sales beyond expectations. The team’s dedication to understanding our vision and their ability to execute with precision made all the difference. We couldn’t have achieved this level of success without them”.
-Michael Kenny, Founder.
3. Driving Relevant Traffic
Once the foundations were in place, attention shifted to visibility. Keyword research identified how potential customers searched for jewellery with meaning. Content and page structure were aligned with those queries.
Visibility was also supported through external exposure. The brand was featured in national initiatives and media. These placements reinforced trust and reach.
Search visibility was supported through foundational SEO work. This ensured the site could be discovered by customers actively looking for meaningful jewellery.
4. Supporting Engagement and Conversion
Traffic alone was not the objective. The focus was on attracting people likely to buy.
Product content was refined to reduce hesitation. Calls to action were clear and appropriately paced. The checkout experience was reviewed to remove friction.
Social channels were used to support discovery and engagement. Campaigns focused on relevance rather than volume. Influencer partnerships were chosen carefully and aligned with brand values.
Results
This project was not about rapid growth tactics. It was about building a structure that could support long-term sales.
By focusing on clarity, sequencing and intent, Heroes Jewellery moved from launch to momentum. The business gained direction, not just visibility.
A decision was made to try and capture pre-Christmas gift demand which meant that there was a small window of around 2 months to maximise seasonal sales.
One of the key components of our strategy for Heroes Jewellery was leveraging influencer marketing to amplify the brand’s reach and credibility. We collaborated with Becky,, a beauty and fashion micro-influencer known for her relatable style and highly engaged audience, who featured Heroes Jewellery in her feed and an Instagram Reel.
Campaign Impact
The collaboration between Heroes Jewellery and 360 Marketing Consultancy resulted in remarkable achievements, surpassing the initial project objectives. The marketing efforts substantially raised the profile of Heroes Jewellery.
Positioning it as an influential and cherished brand among customers regionally and worldwide. With a strong brand identity, increased sales, and a loyal customer base,
Ready to take your business from zero to hero?
If your business needs structure before scale, this approach may be relevant. You can book a call to explore what that could look like in your context.
Similar principles were applied in other brand-led projects, like the examples below, where clarity and structure supported sustainable growth.
