IB DESIGNs CASE STUDY

Elevating a local jewelry brand’s visibility to scale their online business, identify the strongest audience segments, and optimize ad spend.

$152.1K

Purchase Conversion Value

120

Website Purchases

58.08X

Return on Ad Spend

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Company Overview

IB Designs is a Black-owned Caribbean jewelry brand based in St. Croix, U.S. Virgin Islands. Founded by metalsmith Whealan Massicott in 1999, the brand is known for handcrafted “feel good jewelry” inspired by the natural beauty of the islands, West African symbolism, and local heritage. Signature pieces often incorporate Chaney—ceramic fragments found on St. Croix beaches—transforming them into meaningful wearable art and statement pieces.

IB Designs

Result

Results highlight the importance of audience architecture in paid media. The strongest performance came from structured audience segmentation, especially retargeting, rather than from treating all buyers as a single broad audience.

Industry

Premium jewelry brand

Company size

Family-owned and operated.

Challenge

Poor audience visibility and no data to support efficient ad spend.

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STRATEGIC BREAKDOWN

  • Disconnected marketing channels
  • Poor audience visibility
  • Low website conversions

Ad structure tested multiple audience paths:

  • Gifting
  • Retargeting
  • Engaged shoppers
  • General prospecting
  • Advantage+
  • Enhance online sales with new visual content
  • Structured paid campaigns
  • Audience segmentation tailored to buyer intent
  • Review conversion data
  • Reporting
  • Clearer visibility of the highest value audiences
  • Identified efficient vs. inefficient buyer segments
  • Retargeting was identified as the most cost-efficient strategy
  • Gifting drove the highest number of purchases
  • Evidence of strategic efficiency and measurable ROAS
  • Enabled a measurable paid acquisition system
  • Proven value of warm-audience infrastructure

Executive Testimonial 

A MARKETING SYSTEM THAT FINALLY DELIVERS REAL RESULTS.

We’re so happy we partnered with The Marketing Department. Their campaign helped more people discover our jewelry and the results showed up directly in our sales. We would absolutely recommend them to anyone looking to grow their brand.

WHEALAN & KRIS MASSICOTT
IB DESIGNS FOUNDER/CEO

WE PARTNER WITH GROWTH-STAGE COMPANIES THAT ARE PREPARED TO INVEST IN STRUCTURED, SCALABLE MARKETING SYSTEMS

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Scalable marketing systems support growth, brand visibility, and results aligned to business objectives. Speak to us about how we can advance your goals.

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