JIA JIA Jewelry
Transformed JIA JIA Jewelry’s social presence with cohesive campaigns and targeted creative strategy.
The Problem
JIA JIA Jewelry is a luxury crystal jewelry brand with a price point that’s unattainable for most social media users. While the brand had a steady cadence of social content, it lacked a unified visual narrative and strategic direction, making it difficult to stand out in the saturated online jewelry space and connect meaningfully with target audiences.
The Insight
When I began with the account, 20-25 unique creative concepts were being produced and posted each month. I conducted competitor analysis and created in-depth audience profiles for the brand’s ideal customers, influencers, and demographics. Next, I identified key content themes that each of these profiles engaged with, including posts about motherhood, the founder’s perspective, birthstone education, and immersive seasonal storytelling.
The Solution
I transitioned JIA JIA’s monthly social calendar into a rhythm of mini-campaigns, each with distinct creative concepts targeting specific audience profiles and featuring facets of all the top-performing content categories. This new approach struck a balance between novelty and variety while maintaining cohesion, resulting in a more polished feed, stronger engagement, and a clearer brand identity.
Content
Sweet Summer
This campaign showcased JIA JIA’s sunny citrine pieces at the height of summer, styled alongside sweet tea and sugar cubes. Set against a minimalist backdrop, the classic seasonal visuals and warm palette truly allowed the jewelry’s color and detail to pop.
Carousel received 8.6k views within the first month of posting, a 473% increase above average carousel views.
Reel received 2k views within the first month and continued to grow to 4.2k views over the following weeks.
Art Direction: Zoe Hill, Copywriting: Olivia Descanville, Production Lead: Zoe Hill, Video Editing: Jesse Uiterwijk, Photo Editing: Zoe Hill
Ruby Tablescape
This campaign featured July’s birthstone, ruby, within a decadent tea setting. The richness of the cakes and fruits enhanced the stone’s perception and conveyed a sense of opulence, indulgence, and luxury.
Carousel received only 2.3k views within the month posted, but over the following month, it climbed to 9.4k views and 101 interactions, becoming the third most viewed and interacted with carousel on the account.
Reel received only 800 views within the month posted, but over the following month, it reached 4.8k views, a 220% increase above average reel views.
Art Direction: Zoe Hill, Copywriting: Olivia Descanville, Production Lead: Zoe Hill, Video Editing: Jesse Uiterwijk, Photo Editing: Zoe Hill
Always in Season
This campaign centered around the September birthstone, sapphire, and placed it within an earthy, nostalgic setting that captured the bittersweet transition from summer to fall. The imagery was curated to resonate with design-driven audiences and spiritually attuned shoppers, presenting the jewelry in an organic, peaceful context that showed audiences that JIA JIA Jewelry is always in season.
Art Direction: Zoe Hill, Copywriting: Olivia Descanville, Production Lead: Zoe Hill, Video Editing: Jesse Uiterwijk, Photo Editing: Zoe Hill
