Boks & Baum
Digital & Social Marketing Strategy
A six-part digital strategy for a Paris maison making hand-crocheted jewellery: audit, audience, competitors and a fortnight of content written in full.
BRIEF
Boks & Baum is a Paris maison on rue de Sèvres making hand-crocheted jewellery and bags, with statement pieces up to €12,000 and a real ethical story. Through ESMOD's Agency Jewelry Challenge, the brand set a brief to strengthen its digital presence and reach new audiences without diluting the craft. Online, it posted irregularly, engaged thinly and sold through a site that hid prices and told no story.
APPROACH
The audit read the accounts as they stood: 1,050 Instagram posts had returned 8,600 followers, 8.2 for every post ever made, and Facebook duplicated the same content to 1.6K. A SWOT and a benchmark against Pippa Small, Monica Vinader and Jacquie Aiche showed every weakness was executional; the product already differentiated.
The audit also flagged that the site's haute couture claim is a designation protected in French law, and proposed verifiable replacements already on the page. Five audience segments then shaped what each channel had to do, and every objective was set against a stated baseline.
OUTPUT
A six-part digital strategy, from diagnostic audit to a fully written fortnight of content.
- Diagnostic auditOwned channels, website and checkout, SEO and search intent
- Positioning and claims reviewThe haute couture claim, and the verifiable language to replace it
- Competitor benchmarkPippa Small, Monica Vinader and Jacquie Aiche on cadence, engagement and positioning
- Five audience segmentsFrom handcrafted enthusiasts to occasion and first-time buyers
- Channel action planContent, social, SEO and SEA, email and Meta advertising
- 14-day content calendarA Valentine's fortnight written post by post across Instagram, TikTok, Pinterest and email
- Visual identity briefPalette, typography, digital presence, social and packaging
- SMART objectivesFour objectives with baselines, over six months
The first week of the content calendar
1 Feb
- Teaser Reel, Something Special is Coming
- Instagram, TikTok, Facebook
2 Feb
- Blog, how to pick a Valentine's jewellery gift
- Website, LinkedIn
3 Feb
- Story poll, which colour do you love most?
- Instagram Stories
4 Feb
- Board, luxury Valentine's gift ideas
5 Feb
- Behind-the-scenes Reel, how each piece is handcrafted
- Instagram, TikTok
6 Feb
- Customers styling their favourite pieces
- Instagram Stories, Facebook
7 Feb
- Giveaway, win a Valentine's gift
- Instagram, Facebook
Four SMART objectives, six months
Social following
- 8,600
- +25%
Engagement rate
- Low
- +80%
Organic search traffic
- Baseline
- +30%
Website conversion rate
- ≈1%
- +10%
IMPACT
- Instagram followers from 1,050 posts, Audit finding
- 8,600Instagram followers from 1,050 posts
- Followers for every post ever made, Audit finding
- 8.2Followers for every post ever made
- Audience segments defined, Project scale
- 5Audience segments defined
- Day content calendar, written in full, Project scale
- 14Day content calendar, written in full
- Six-month social following target, Target
- +25%Six-month social following target
L'Artisan Parfumeur
Independent Brand & Digital Audit · Independent Audit
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