The Irish jewelry brand used Facebook and Instagram ads during its Black Friday campaign to successfully increase online purchases by 25% compared to the same period the previous year.

Made in Ireland, loved everywhere

Chupi is a multi-award-winning Irish jewelry brand founded by designer Chupi Sweetman in 2013. All Chupi jewelry is handmade in Ireland with ethical gold and conflict-free diamonds. The brand’s goal is to make modern pieces that will last a lifetime and that can be handed on as heirlooms.


increase in online purchases, year over year


return on ad spend


unique click-through rate


people reached in Ireland

Instagram Stories and Instagram Shopping allowed us to build excitement in the lead up to our Black Friday campaign, while Instagram Direct Messaging allowed us to engage with our customers on a daily basis through curated storytelling.
Driving online sales and brand awareness

Chupi wanted to drive conversions by increasing online sales and building brand awareness.

Promoting Black Friday

Chupi ran its Black Friday campaign on Instagram and Facebook over one week in November 2018. Chupi targeted the campaign to females aged 25–54 who were considered engaged online shoppers and who had an interest in jewelry brands in Ireland.

The company ran ads to increase brand awareness, which were delivered from Black Friday through to Cyber Monday. Chupi uploaded its product catalog and used dynamic ads to show specific Chupi products to customers who had either viewed them or added them to their online cart, but hadn’t purchased.

Chupi customers who signed up to a VIP email list could take advantage of presale Black Friday offers. Chupi ran a lead ad on Instagram and Facebook to grow this list using Klaviyo, an email marketing platform. This allowed customers to sign up to the list without leaving the Instagram or Facebook app. Chupi was also able to match the Klaviyo email list with people on Facebook and reach presale customers using a Custom Audience across Instagram feed, Instagram Stories, Facebook and Messenger.

The Black Friday campaign had a consistent look and feel across email, website, unsponsored social content and paid social media. The design team made creative specifically for Instagram feed, Facebook News Feed and Instagram Stories, and video was used across all placements.

The campaign was monitored with the Facebook Ads Manager app. The ads were optimized for a conversion objective so they were shown to the most relevant people likely to complete an online purchase. Optimized bidding kept the campaign cost-efficient.

Chupi's Black Friday 2018 campaign successfully reached new audiences in Ireland and resulted in a significant increase in website conversions compared to the same period in 2017:

  • 25% increase in conversions, compared to 2017

  • 10X return on ad spend

  • 2.5% unique click-through rate

  • 250,000 people reached in Ireland

Instagram allowed us to creatively target our customers and prime our audience for our Black Friday campaign. In particular, integrating Klaviyo and Facebook allowed us to build a highly engaged presale email list via a lead ad, resulting in a significant increase in sales the Thursday before Black Friday.