ROX

The Challenge

ROX, a leading UK luxury jeweller, approached Vagabond with the intention of enhancing their e-commerce performance and driving measurable sales growth across digital channels, while maintaining the prestige and aspirational positioning of their brand. Their objectives were clear: expand their reach to high-value audiences, improve conversion rates through Paid Social and Paid Search, and leverage creative campaigns to showcase their unique jewellery collections.

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Before partnering with us, ROX faced challenges common in the luxury e-commerce space. Scaling paid campaigns effectively without diluting brand identity proved difficult, and reaching the right high-intent audiences in a crowded market required a more refined approach. Additionally, translating the premium in-store experience into digital campaigns that felt equally compelling was an ongoing challenge. Their creative assets also needed streamlining to better resonate across channels, and they required a more efficient way to track ROI across both online and offline activity.

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Our Solution

Phase 1: Discovery & Audit
As long-term partners of ROX, we regularly revisit their Paid Social, Paid Search, and affiliate activity to ensure performance continues to scale effectively. For this campaign, we carried out a refreshed audit, analysing historical performance, audience segments, and creative effectiveness, while benchmarking against the wider luxury jewellery sector. These insights allowed us to spot new growth opportunities, refine KPIs, and update the roadmap to keep driving measurable results.

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Phase 2: Strategy Development
Based on our findings, we built an integrated cross-channel strategy, aligning Paid Social, Paid Google (Search & Shopping), and affiliate marketing into a cohesive user journey. Objectives centred around increasing online sales, improving ROAS, and expanding reach to high-value luxury consumers. To ensure measurable outcomes, we established clear KPIs for each channel, providing a robust framework for tracking performance and guiding optimisation.

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Phase 3: Creative & Content
Our creative team developed on-brand assets tailored to ROX’s luxury audience, including carousel ads, video storytelling, and dynamic product ads. Messaging emphasised ROX’s craftsmanship, exclusive collections, and aspirational lifestyle, while A/B testing across creative formats, copy and CTAs ensured ongoing optimisation.

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Phase 4: Paid Media Execution

• Paid Social: We launched targeted campaigns across Meta platforms, reaching high-intent luxury buyers through advanced segmentation and dynamic retargeting.
  
  
• Paid Google (PPC & Shopping): We optimised search and shopping campaigns around high-intent jewellery focused keywords, ensuring shopping campaigns showcased premium products with compelling imagery and messaging. Leveraging Smart Bidding and Google AI tools to maximise conversion efficiency.
  
  
• Affiliate Marketing: We partnered with premium affiliates and lifestyle content creators to build co-branded campaigns that drove incremental awareness and sales.

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Phase 5: Optimisation & ReportingWe introduced rigorous performance monitoring, using Meta Ads Manager, Google Ads, Google Analytics, and affiliate dashboards to track engagement, conversions and ROAS. Weekly optimisations ensured campaigns remained agile and effective, while regular reporting provided ROX with clear visibility into results and

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Results

By combining precision media management with premium creative, we were able to significantly increase reach, conversions, and revenue across channels.

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Quantitative Results (June–July vs. April–May):

• Paid Search (PPC):
  • Click-through rate increased by 40%
  • Revenue grew by 130%
  • ROAS improved by +108%
  
  
• Paid Social (Meta):
  • Clicks increased by 40%
  • Revenue grew by 80%
  • ROAS improved by +43%
  
  

Qualitative Impact:
Beyond the numbers, ROX has been able to confidently scale its digital presence without compromising brand prestige. Paid campaigns now reflect the same aspirational quality as their in-store experience, reinforcing their positioning as one of the UK’s leading luxury jewellers. The integration of creative, media, and affiliate efforts has also given ROX a more cohesive digital ecosystem, with clear performance tracking and optimisation driving sustainable growth.