AMAMA began as an ode to the jewellery that mothers and grandmothers pass on to their daughters and granddaughters. The brand has a boast-worthy collection of curated jewellery that it hopes would one day be a part of someone’s family and story of love and warmth. Each piece in the brand’s catalogue signifies a particular culture or country and carries the potential to build heartwarming stories. Established in 2017, AMAMA grew with organic and influencer marketing. It was in February 2021 that founder Nikita Gupta saw the potential of scaling up the brand’s business. She tapped into the expertise of Blackcoffee.media to establish performance marketing as a consistent revenue driver for AMAMA.

Supporting influencer marketing with performance marketing

With Blackcoffee.media’s support and exclusively crafted strategy, AMAMA saw a 5x growth in daily orders and a 600% increase in revenue in just two years. The pivot from focusing on influencer marketing and organic growth to supporting the efforts with performance marketing helped the brand achieve these results.

“With a belief in ‘never limiting, always creating’, we focus on making the jewellery shopping journey as seamless as possible for our customers. We want them to know our story and make us a part of their future. Partnering with Blackcoffee.media was our way to step up these efforts to reach more jewellery enthusiasts, appeal to their sensibilities, and turn them into customers,” said Nikita.

While AMAMA sells its own jewellery, it’s also an aggregator platform for smaller artists to sell their products online. So while most D2C brands could flourish by selling a few hero products in volumes, it wouldn’t have worked for AMAMA. The brand sells various single, handcrafted pieces. Blackcoffee.media had to create a strategy that would go beyond product-led ads and be a custom fit for AMAMA.

“AMAMA had a strong brand story. It needed the right push to reach a large number of customers. The brand’s unique nature as a seller and an aggregator platform made the task tough, but we navigated it with a robust plan. We focussed on optimising its digital presence and adding to it strategically. It helped the brand achieve unparalleled growth, seeing a 600% increase in revenue in just two years!” said Kirtan Mankad, Co-founder & CEO, Blackcoffee.media.

Creating and executing a custom-fit strategy for AMAMA

Blackcoffee.media’s strategy for AMAMA consisted of three crucial pillars: Effective website optimisation, A/B testing of creatives and appealing to customers.

Website Optimisation: AMAMA’s website was optimised to improve the conversion rate. The strategy focused on delivering crisp messages at different levels of the funnel, ensuring that the customer journey was as smooth as possible, from awareness to sales.

A/B testing of creatives: Since AMAMA had a broader top-of-funnel audience, the burn rate of creatives was also high. To tackle this, new creatives were created using learnings from the old creatives, tested and introduced every 2 weeks. These were timely tested for effectiveness and impact.

Appealing to customers: In the initial years, Instagram proved to be an excellent platform for awareness and sales for AMAMA. Blackcoffee.media built on this insight and created a campaign nudging potential customers to DM their enquiries and move further down the funnel towards sales.

AMAMA’s success is a testament to the fact that when brands feel ready to take their business to the next level, strategic performance marketing can help them achieve their goals. Contact Blackcoffee.media to get started today.

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