FREIDA ROTHMAN

Brooklyn grit into wearable glamour

Freida Rothman is a leader of crafted glamour for modern women in the lifestyle market. Her pieces speak to her sense of style, history and upbringing. A Brooklyn-based, second-generation jeweler, she blends feminine embellishment with an industrial edge into a signature mixed-metal look. Four ideas anchor the brand: glamour, effortless and found in the most unexpected places; craftsmanship, every piece designed in detail; heritage, rooted in tradition and remembrance; and inspiration, the grit and glamour of Brooklyn itself.

One voice for every channel a customer touches

The objective was to grow online sales by expanding the brand and its marketing approach. Beginning in March 2019, Ruckus codified the voice, took over paid media and search, rebuilt the email program, and produced the campaigns. One voice for Freida Rothman, carried with intention across every channel a modern customer touches.

A house style, codified and put to work

Full brand guidelines, social media guidelines and the About Freida story documented the mission, values, tone, logo system, color story and typography, down to the rules for the brand name and the sign-off, so every touchpoint speaks as one. A platform playbook set cadence, KPIs and a rule of thirds for content, inform, entertain, engage, carried through branded series like #FromFreida, #FRWomen and #InspiredByBrooklyn.

Paid media ran full funnel and always on: prospecting, remarketing and shopping campaigns across Google, Bing, Facebook and Instagram, modeled on the brand's own purchaser data and weighted toward the desktop shoppers who convert at more than twice the mobile rate. On the search side, a keyword research book, technical site crawls, competitor benchmarking, page speed audits and a developer's guide for the Shopify storefront turned organic search into a revenue channel, measured weekly.

Automated email flows were written in the brand's voice, from the first welcome to the win-back series, each signed the way Freida signs everything, with love. Three campaign platforms, workshopped side by side with Freida and her team and built into scripts, storyboards, ad sets and launch emails, carried the brand from fall into the holidays and beyond, with shoots produced shoulder to shoulder with the brand's own team in Brooklyn.

34% average month-over-month sales growth

Every asset pointed at a commercial moment, and the Mother's Day push proved the model early: a 35% conversion rate lift around the campaigns and 21% more revenue over the same 30 days, with site traffic down 9%. By May 2019, organic search drove 26% of all site revenue, up from 12.5% in February, and the organic conversion rate reached 1.8%, up from 0.81%. Across the engagement, online sales grew 34% month over month on average, measured against the prior year, with the social channels driving 30% of all site traffic.