Case Study
BRAND OVERVIEW
Santon Collection
- Irish owned, female-founded accessories brand with a premium, elegant identity.
- Core products include vegan leather makeup ags, travel pouches, jewellery cases, and gold-plated jewellery.
- Posititioning centres on functional luxury: aesthetically refined products that solve consumer needs.
PROBLEM STATEMENT
- Strong products and brand identity were not translating into discoverability.
- Low awareness, weak search visibility, limited UGC and inconsistent content restricted demand capture.
- The Mother's Day gifting window made visibility urgent.
campaign objectives
- Increase visibility, qualified traffic and conversions through integrated paid and organic social activity.
- Awareness through premium lifestyle and gifting-led social content.
- Consideration through problem-solving and gifting-led messaging to make the brand through reels, carousels and UGC-style creatives.
- Conversion through CTA-led Meta and Google ads.
Current Performance - Socials
campaign objectives
3,726
Instagram followers
3.23%
IG Engagement Rate
80
TikTok Followers
25
Facebook Followers
Campaign Targets (Meta Ads)
12,000
Impressions
524
Website visits
10%
Engagement rate
5%
Conversion Rate
AUDIENCE AND MARKET INSIGHT
Women in the target group are discovery-led, mobile-first and more responsive to Reels, carousels and peer-style content.
70%
discover via Instagram
22%
More engagement from reels
Social media was the fastest route to build awareness, stimulate engagement and support conversions during the Mother’s Day window
Strategic message route
From
"Premium Brand"
to
"Problem-Solving, Giftable, Organised Travel Companion"
Core strategic tension
Santon had a credible premium offer, but insufficient discoverability and trust signals to compete effectively at the moment of purchase
Social Media Trends
short form dominates
- Reels generate 22% more engagement than static posts. Algorithms favour short over static imagery.
- Carousels also perform better than single static images as they make the audience pause and spend time on the post.
social proof
- User-generated content drives trust in the minds of customers. This is crucial in online accessories markets as tactile quality cannot be conveyed online and may lead to hesitation in the consumer journey.
- Influencer marketing is also effective here.
occasion driven spikes
- Searches for jewelry and accessories spike around the holidays and events like Mother’s Day, Valentine’s Day, Easter, etc.
- Pre-planned campaigns help capture this high-intent audience at the right moment in the consumer journey.
Objectives
primary objective - conversions
Drive conversions by leveraging highly targeted Meta and Google advertising.
brand awareness & brand image
Increase brand visibility and strengthen brand perception.
| Key Challenges | Objective | Industry Average | KPI |
|---|---|---|---|
| Brand awareness | Increase total reach and impressions by 30% across paid and organic channels within the campaign period (2 months). | - | Reach |
| Website traffic | Increase website visits by 20% during the campaign through highly targeted Google Ads and Meta Ads during active campaigns (over the span of 2 weeks). | 0.90 | CTR |
| Conversions | 5% target conversion rate during the campaign period– sales is the main objective. | 8.95% | Conversion rate |
| Engagement rate | Increase Engagement Rate to 10% during the campaign period to drive brand awareness and community. | 3% | Engagement rate |
Strategy
The Concept
Bridging the gap between luxury and functionality for women. Products that help them stay organised on the go, and help them stay presentable without effort.
The Hook
Visuals and copy like “Beautiful things, sorted” and “Always arrive ready”, that reflect staying organised in a fast-paced lifestyle.
Core Value Proposition
Communicating the message of problem-solving.
seasonal lever
Leveraging the Mother’s Day occassion through emotional storytelling (celebrating the mother-daughter duo heritage of the brand.
Proposed Campaign Strategy
Influencer Collaboration
Partner with creators to introduce the brand to their audience. This also creates a layer of social proof for the brand since followers place faith in influencers and trust their opinions.
UGC-Style Content
This shows the products in use, and conveys the messaging effectively. It also tends to perform better on platforms like TikTok and Instagram.
Mother–Daughter Content
Develop Mother’s Day content centred around the brand’s mother–daughter story, creating a more personal connection with the audience. This would help drive sales specifically during the Mother’s Day window.
Collab with Brooke and Shoals
This is their parent company, which has bigger following and an established presence in the Irish market. Collaborating with them helps increase reach and awareness.
Giveaway on Instagram
The giveaway with Brooke and Shoals would encourage people to like, comment and share the post, increasing engagement.
Meta Advertising
Use targeted Meta campaigns to increase brand visibility and reach relevant audiences.
Budget & Tactics
| Strategy | Budget | Rationale |
|---|---|---|
| Influencer Collaboration | This was proposed to be postponed by the client, and therefore did not happen during the campaign. | Micro influencers (around 25k followers) who make travel, fashion or lifestyle content. They are also easier to approach, and have smaller commission. |
| Giveaway | Products worth €250. | The client provided products from both brands as giveaway prizes. |
| Meta Ads | €150 | The proposed budget was allocated across a 10-day campaign period. |
Meta Ads (Instagram / Facebook) Samples
Instagram Posts/Reels Samples
Results Vs Objectives
| Objectives | KPI | Target | Actual | Interpretation |
|---|---|---|---|---|
| Increase awareness | Reach | 12,000 impressions | 21,000 Impressions & 2.98% follower increase | Awareness performance was strong in terms of impressions, indicating high reach and visibility, with steady follower growth reflecting ongoing audience expansion alongside campaign exposure |
| Strengthen engagement | Engagement rate | 10% | 26% | The campaign generated strong engagement, with the highest response likely driven by the most resonant content format and creative execution |
| Drive traffic | Clicks / CTR | 524 Clicks / 20% | 724 Clicks / 4.24% | Click performance indicates that the creative and messaging effectively encouraged user interest and action |
| Improve conversion | Sales | 15 | 12 | Even though there were a high number of clicks to visit the website, the sales was low. This shows that website optimisation and UX should be prioritised to be corrected |
| Improve efficiency | CPC / CPM | 80c- €1 / €12-15 | 33c / €11.01 per 1K impressions | Cost efficiency indicates strong media performance, suggesting the campaign is highly scalable from a paid spend perspective |
Recommendations To Client
| Recommendation | Action | Why It Matters | Priority |
|---|---|---|---|
| Scale the strongest content pillar | Increase output and paid support behind the best performing theme | Buils on proven audience resonance rather than starting again | High |
| Refine the click journey | Improve landing page. CTA strength, LCP and conversion friction points | Social performance is limited if the post-click experience is weak | High |
| Strengthen community management | Introduce faster replies, active listening and responcse governance | Two-way communication imrpoves trust, eWOM potential and brand warmth | High |
| Build a structured UGC + social proof system | Encourage and repurpose user-generated content through hashtags, customer features, reviews and integration into ads/landing pages | UGC acts as credible social proof, increasing trust, authenticity and conversion by leveraging peer endorsement and strengthening eWOM | High |
| Test phase-two creative version | A/B test hooks, audiences, creators, captions and offers | Moves the brand from one campaign to a learning system | Medium |