Industries
Jewelry
Sharp seasonality and high sensitivity to imagery — timing is half the result.
The problem
A disproportionate share of the year happens in a handful of weeks around Eid, National Day and the wedding season. Budget spread evenly across twelve months underfunds exactly those weeks and overfunds the quiet ones. The second problem is imagery: in this category a mediocre photograph reduces conversion more than a mediocre offer does.
Precision
How the work actually runs.
Budget by season, not by month
Concentrating spend where the demand is, and accepting quiet periods rather than fighting them.
Build audiences ahead of the peak
The cheapest time to reach a buyer is six weeks before they intend to buy.
Invest in the imagery
Because in this category the photograph is the product page.
Protect the brand name
Resellers bid on it heavily around peaks; defending it is the cheapest win available.
Evidence
Measured in the client’s own systems.
Questions
Answered before you ask.
When should we start planning for Eid?
Six to eight weeks out. Starting two weeks before means buying the same audience at auction prices everyone else is paying.
Resellers are outbidding us on our own name. Can that be stopped?
Partly through trademark enforcement with the platforms, partly through bidding structure. Both together typically reduce the leakage substantially rather than eliminating it.
Innovation
Related thinking.
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Growth
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