Role
Creative Designer, Social
Social media design · BlueStone · E-commerce
Fine jewellery, told in tiny stories
I designed BlueStone's Instagram while the page was still young. The goal was simple: make people stop scrolling for a pendant. These posts and campaigns helped take the page from a few thousand followers to its first 100K.
InstagramFacebookCampaign designShort videosOrganic + paidValentine's 2017
Timeline
Jan 2016 – Oct 2017
Team
Social + content team
Channels
Instagram, Facebook
Growth
Organic + paid
bluestone_jewellery
···
463 likes
bluestone_jewelleryHow would you pair this fusion piece? #fashionfriday #kikacollection #tribalfusion
View all 15 comments
October 27, 2017
bluestone_jewellery
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126 likes
bluestone_jewelleryHappy Propose Day!! #heartsofgold #valentines2017
February 8, 2017
bluestone_jewellery
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321 likes
bluestone_jewelleryTreasures from the deep sea! #pearls #diamonds #gold
View all 15 comments
May 8, 2017
34
Posts & videos here
17 everyday posts, 15 campaign posts, 2 videos
14
Day campaign
Valentine's 2017, one idea across the fortnight
463
Likes on the top post
A fusion piece from the Kika collection
4.4×
More likes per post
Valentine's average vs. the end of 2017
01 — The brief
A catalogue doesn't stop anyone mid-scroll
BlueStone sells fine jewellery online. On a feed, a ring on a white background looks like every other ring on a white background. The page was new and needed reach, so every post had to earn a second look, whether people found it on their own or through a paid promotion.
WHERE IT STARTED
A young page
A few thousand followers and a large product catalogue to show.
HOW WE GREW IT
Organic and paid, together
A steady feed several times a week, plus promoted posts on Facebook and Instagram.
MY PART
Concept to final creative
Everyday posts, campaign creatives and short videos, made with the social team and the creative content head.
02 — The approach
Three moves I kept coming back to
Almost every post used at least one. Tap any image to see the full post.
01 ——
Put the piece in its element
Blues in water, pearls in a shell, emeralds next to star anise. The setting says what the piece feels like before anyone reads a word.
02 ——
Let tiny people tell the story
Miniature figures beside real jewellery. A proposal on a ring box, a couple weighing love on a pendant. The change in scale makes people look twice.
03 ——
Plan around moments
Valentine's week, Raksha Bandhan, the Monday slump, Friday plans. A post tied to a day people are already living gives them a reason to share it.
03 — On the feed
As they went out, straight from @bluestone_jewellery
Six posts as they appear on Instagram, with the likes and comments they still carry. Each one opens the original.
04 — Campaign · Valentine's 2017
Valentine's week, in miniature
Two weeks, one idea: tiny couples living out a love story around real BlueStone pieces. Each post matched the day on the calendar, from Propose Day to Promise Day, so the feed read like a countdown people could follow.
05 — Everyday feed
Between campaigns, the feed kept its rhythm
Weekday moods, new collections and festivals. One piece, one setting and one line per post, so the profile read as one calm, consistent grid even as the catalogue grew.
The phone scrolls the posts from this study as they would sit on the profile. Hover to pause. Below, hover any post to see its likes.
♥ 463 likes on the top post
● 17 everyday posts
06 — The result
More followers, and more likes on every post
Paid promotion put posts in front of new people. The creative decided whether they stopped. Together they grew the page past its first 100K followers.
Followers · shape, not exact numbers
From a few thousand to the first 100K
Follower curve drawn from memory to show the shape, not exact figures. Likes are the public counts on the posts in this study, averaged by period.
07 — Looking back
What this job taught me about attention
01 ——
Context sells before the product does
A setting gives people a reason to stop before they know what they're looking at. The details come second.
02 ——
One small idea can carry a campaign
Tiny figures gave Valentine's week one voice across 15 posts and 2 videos. Nobody needed a caption to get it.
03 ——
Today I'd measure each idea
We watched the follower count climb. Now I'd track saves, shares and clicks per post to know which idea did the work.
Every great project starts with a conversation
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