Winner CIM Best Agency NI
Jill Jones Bridal
How we increased this bridal boutique's bookings during their lowest seasons using Meta ads
Who is Jill Jones Bridal?
Jill Jones Bridal is a bridal boutique based in Antrim, that offers a wide selection of wedding dresses and accessories for brides-to-be. Jill Jones Bridal prides itself on providing a personalised and stress-free bridal shopping experience, with knowledgeable staff who can offer guidance and advice to help customers find their dream dress. The boutique carries a carefully curated wedding dress collection of the some of the industry’s most sought after bridal designers. Designed for brides who want to stand out and make a statement
What was the goal?
Jill Jones Bridal wanted to increase the number of monthly wedding appointment bookings, with a focus on driving business during the traditionally slower seasons in the wedding industry. The demand for bridal services tends to be concentrated in the spring and summer months, which can make it difficult to attract customers for bridal appointments consistently during other times of the year. Digital 24 were tasked with helping Jill fill appointment slots year round!
Digital 24’s meta advertising strategy (Facebook & Instagram)
Jill Jones required a strategy that was going to drive influence and action and for this reason, advertising on Facebook ads (Meta ads) was the ideal strategy! Initially, this involved testing audiences and creatives to find the optimal targeting in order to drive appointment bookings. Fashion trends change frequently, so it was crucial to keep on top of trends and ensure that the creatives being used in the ads reflected these.
Facebook ads campaign outcomes
Our objective for these ads was to reach & engage brides-to-be in NI, influencing them to book a bridal dress appointment at Jill Jones boutique. A mixture of content including videos, images of real couples and UGC was used in producing the Meta ads. Campaigns were split into target demographic groups, with tailored content in each set. Over the course of the campaign, Digital 24 optimised targeting towards users groups showing most interest in the dresses to increase the effectiveness of the ads and accelerate appointment bookings.
192k
Total reach
1.02M
Video plays
1.75M
Impressions
Business impact of campaigns
Winter was a problem period for Jill Jones, with significantly less appointment bookings coming in over the Winter period. Since working with Digital 24, the number of wedding appointment bookings increased by 136% during the 2022-23 Winter period, exceeding the traditionally busier Spring and Summer months.
136%
Increase in bookings
It’s been a pleasure working alongside the talented team at Digital 24! Their dedication and expertise have truly elevated our boutique’s online presence to new heights. From the get-go the team understood our brand vision and seamlessly integrated it into every aspect of our digital marketing strategy. Their innovative approach and strategic guidance have helped us reach a wider audience of brides-to-be. We are excited to continue this incredible journey with Digital 24 and elevate our brand even further!
How to work with Digital 24
If you’re interested in hearing more about how we could help your business supercharge your sales – chat to one of our friendly specialists now. Please note, we have a waiting list of brands looking to work with Digital 24. If we have limited availability, we will be able to add you to our list.
