A Retail Jewelry Case Study
From crafting engaging creatives and producing dynamic posts and reels, to launching targeted digital marketing campaigns, my work encompasses the whole spectrum of a social media’s digital lifecycle. Below, you will find a curated selection of real-world examples illustrating this approach.
MARKETING CAMPAIGNS
Effective Campaigns Creatives
I develop social media campaigns designed to boost brand awareness, website traffic, and conversion. For the “Summer Mood” campaign, the creative direction revolved around two main themes: “Sunset Aperitivo” and “Sunrise Swim.” These captured the collection’s bright, fresh, and elegant summer identity.
The campaign generated a ROAS of 380%. This project highlights my role in defining the concept, visual direction, and copywriting. I developed a content strategy that included carousels, 9:16 Reels, interactive stories with quizzes, clear calls to action, and AI-generated atmospheric visuals. The campaign targeted women aged 20–45 interested in travel, summer lifestyles, and long-lasting friendships.
The storytelling focused on the collection’s bracelets, showcasing them through warm, stylish imagery paired with prompts to discover more on the dedicated landing page.
Performance Optimization
E-commerce conversion campaigns require constant learning and adaptation in order to optimize the return per unit invested while gathering better knowledge about customers’ preferences.
Events such as “Black Friday” are excellent opportunities to tailor campaigns for different customer segments, while reviewing and adjusting budget allocation in favour of better-performing segments.
As an example, the “Black Friday” Meta campaigns I designed and launched for Tedeschi Gioielli obtained an average CTR of 2.3% for Lead Generation and 1.6% for Conversion. However, the best-performing campaign, which received 65% of the allocated budget, performed significantly better with a CTR of 3.8% and a 2.4% conversion rate.
SOCIAL MEDIA CONTENT
I specialize in crafting both static and dynamic social media content, taking full ownership of the production lifecycle, from subject selection and shoot direction to post-processing and final delivery.
A prime example of this workflow is the ‘A Diamond for your Christmas’ suite. For this project, I utilized Photoshop to meticulously balance lighting and colours, ensuring the jewellery’s brilliance remained the focal point.
To elevate the festive aesthetic, I leveraged Generative AI to create a custom background, engineering specific prompts to achieve a sophisticated holiday atmosphere.
I complemented these visuals by authoring an engaging copy that highlighted the product’s uniqueness, delivering a premium commercial post that seamlessly blended technical precision with digital artistry.
I believe that seamlessly blending imagery, video, and audio creates the most impactful marketing assets.
My media production for Pesavento’s “Polvere di Stelle” exemplifies this approach. My process involved using Photoshop to meticulously refine the lighting and brilliance of each piece, then leveraging CapCut to harmonize the edits with fluid color grading and a custom soundtrack.
The final output is an engaging Reel that showcases the product collection while capturing the audience’s attention through music and intriguing copywriting.
BLOG
Posts
Blog content developed with a strategic mindset, combining creative writing, brand positioning, and audience engagement across digital platforms
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Regali di Natale 2025: idee preziose per lei e per lui
Editorial article created for Tedeschi Gioielli, focused on Christmas gift ideas for Her and Him. The piece combines refined storytelling, Spring/Summer 2026 fashion-week jewelry trends, and a carefully curated product selection, guiding readers toward an informed and emotionally driven choice while maintaining a consistent luxury brand voice.
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Rubino: la pietra più passionale tra gioielli e moda
Editorial article created for Tedeschi Gioielli focused on the ruby as a symbol of passion, power, and elegance. Through runway references and curated jewelry pairings, the piece explores how a single gemstone can translate fashion moods into timeless styling choices.
