A new silver-jewellery brand, launched into a ready-made audience from day one.
Rajé Silver arrived as a fresh name in a crowded category. Instead of a slow start, we treated the launch like a campaign — building awareness before opening, then converting that attention into first-purchase customers and a loyal, growing following.
accounts reached in the launch quarter
from a standing start, entirely on Instagram & Facebook
The challenge
A brand-new handle with everything to prove
No followers, no reviews, no recall — launching into a category where established jewellers already owned the feed.
The brief: build desire fast, look established from the first post, and turn early attention into actual sales rather than vanity followers.
The campaign plan
How we planned the marketing
We engineered the launch as a three-act campaign — tease, open, convert — so Rajé Silver looked in-demand from its very first week.
Phase 01
Pre-launch tease
Identity-led teaser content and a countdown to opening, building a warm audience before a single product went live.
Phase 02
Launch push
An opening-week Meta campaign putting the collection in front of jewellery-intent audiences across Mysuru and beyond.
Phase 03
Collection reels
Bridal and gifting reels engineered for reach and saves, keeping the feed fresh and shareable week over week.
Phase 04
Convert & retarget
Retargeting engagers with best-sellers and offers, turning first-time visitors into first-time buyers.
Content pillars
What we posted, and why it worked
Bridal silver
Aspirational bridal edits that positioned Rajé as a serious occasion brand from launch.
Everyday gifting
Approachable, giftable pieces to widen the audience beyond weddings.
Founder & story
Story-led posts that gave a brand-new name instant character and trust.
The content
Reels that earned the reach
A sample of the platform-native content we produced and ran. Tap any reel to play.
The opening
Launch-week hero reel that introduced the brand.
Elegance inspired by nature
Nature-led silver jewellery film created for Rajé.
Luxury without the heavy price tag
Premium-jewellery reel positioning Rajé as attainable luxury.
The results
Measured where it matters
accounts reached, quarter one
followers from zero
of sales attributed to social
reel engagement rate
“People were messaging us about pieces before we'd even opened. The launch felt like we'd been around for years.”
Figures shown are representative campaign results for this account, presented as a reporting example. Performance varies by category, budget, offer and season. Ask us for the verified Meta Ads Manager and Instagram Insights export for this campaign.
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