Sweet Treats Jewellery

Sweet Treats Jewellery: Launching "Candy" into a New Category

The brief

Diversify the brand's product portfolio by entering a new, playful jewellery category-"Sweet Treats" - targeting a younger, trend-conscious consumer segment.

The insight

A new generation of jewellery buyers want pieces that reflect personality, not just prestige. "Candy" had to feel fun, accessible, and social-media-native to win them over.

What I did

Planned and executed the full new product launch, from concept development and category positioning to go-to-market strategy. Defined the brand tone, designed campaign creatives, and drove the digital rollout. Assessed the product line on the BCG matrix and built targeted marketing campaigns to drive category penetration.

Results
88%
Revenue boost via targeted strategy

144.5M
Facebook ad impressions

2.1M
Ad clicks generated