Moonglow is an online retailer and wholesale distributor of creative Jewelry centered around memorable dates in a person’s life. Every memorable moment has a specific date, and specific moon phase, tied to it. Customers can pick out a piece of jewelry that displays that specific moon phase, and serves as a constant reminder of that moment in his/her life.
Given the emotional nature of this Jewelry line, and what it symbolizes, it was a no brainer that an online community would be the best way to build brand awareness. We took the existing social media profiles Moonglow had in place and set out to grow a grassroots following. We post on their social media daily (usually twice per day) with different content. Most of the content centers around the Jewelry, memorable moments, and customer created content. Customers regularly share their memorable moments as well as pictures of themselves with the Jewelry they have purchased.
Along with Organic content, we use Facebook ads to push content to potential new followers. We also run regular contests and promotions. This helps to increase the size of the community by attracting new followers and spreading out to “friends of friends” who may not know about the brand. Our whole strategy with social media campaigns is interaction and engagement. We want to see the followers “liking” and “sharing” our posts. This has been extremely successful with Moonglow.
Over the years, the brand has exploded. They have increased annual sales year after year since we came on board. Each year has been bigger than the last. Their social media following is now rapidly approaching 20 thousand followers. When we came on board it was barely 1 thousand. It is not uncommon to see reach on posts upward of 30 Thousand.
The social accounts continue to grow at a rapid rate, and brand equity has never been higher.