International

Madú

Client

Madú Joyería
Date

Started in 2020 - Ongoing
Project link

Visit Website

Madú is a jewelry brand that creates unique and elegant pieces. The brand focuses on combining traditional craftsmanship with modern design to create timeless accessories.

We recently finished working together on Meta Ads campaigns to increase sales and brand awareness in the UK.

Now we are focusing on a new Meta Ads campaign in Spain with the same objective, awareness and finding our target audience.

Web Design & Development

The project was created from A-Z, starting with the website design and development, followed by the creation of their e-commerce platform via Shopify, and finally implementing digital marketing strategies such as Meta Adsto boost their online presence.

We started working on the website design and development inspired by their brand identity.

Most of the design work was done in Figma. The most important aspect was the hamburger menu design and responsive layout.

We wanted to showcase the jewelry pieces in a beautiful and elegant way, while still explaining their unique features and craftsmanship.

Product page

We wanted to display different photos of each product in a clean and elegant way, to simplify the user experience and encourage purchases.

Reviews & Similar Products

We also encourage customers showing reviews and testimonials to build trust and credibility. They can explore more products to add them to their cart.

Social Media

Facebook

The Facebook page is mostly used for Meta Ads.

Business Managers Ads Accounts

Above you can see how we manage our Facebook Business Manager ads accounts in fifferent target countries.

Instagram

The main account is Instagram with around 800 followers, here we get most of the traffic.

Feed Instagram

The main feed of Instagram is used to showcase products and promote them to a wider audience.
We showcase the models and the creation process of the jewelry pieces to engage with the audience and create a connection with the brand.
Our main contect includes:

Product photoshoots
Behind the scenes of the creation process
Customer testimonials and reviews
Promotional content for sales and special offers

SELIN Issue V37

Above you can see that some pieces were featured in the SELIN Issue V37.

London's Fashion Show

Above you can see that some pieces were featured in London's Fashion Show.

Meta Ads

United Kingdom

The Meta Ads campaign objective is to increase brand awareness and find the ideal customer in the UK with a small budget of £130. This campaign started the 05/02/2026 and finished the 27/02/26. It was structured in 2 phases:

2 weeks testing the campaigns and optimizing them for better performance (Unisex-Interest=AQ).
1 week of retargeting and conversion tracking (Unisex-Interest=RT).

Above you can see the two phases of the campaign.

Ad Sets & Creatives

Conversions

Here we can see the Ad Sets for conversions, organized from 1 to 5 and the analytics data associated with each set.

Conversions Results

The campaign performed very well at capturing attention, especially with video.
- Frequency between 1.0 - 1.75, no signs of over-showing ads
- Highest CTR in videos: Video Presenting Madu: 28.6% CTR (extremely high, but very low volume)
Video ads clearly outperformed carousels in engagement and cost efficiency.
- Video's lowest CPC from ~£0.03–£0.10 vs carousel's ~£1
- Video ads also had lower CPMs
The main limitation is that there is no data for purchases, add to cart, CPA, or ROAS
- The campaign was focused on awareness and finding the ideal customer, so we didn't optimize for conversions in this phase.

Additionally, we found out that our main customer persona is woman aged 35-65+.

Retargeting

For the retargeting we used the same campaigns and added custom audiences based on:

All website visitors in the last 180 days
Newsletter subscribers
A lookalike audience for the newsletter group in Great Britain that have 1% similarity.

The newsletter audiences were used to create more targeted and relevant ads for each group BUT they were from a database of spanish speakers, the results show that it was not as effective as expected.

Custom Audiences

Here we can see the Meta Ads creatives used in this campaign, both in the conversion and retargeting phases. From videos, to crousels to individual pictues.

Retargeting Results

It showes strong engagement on some creatives, especially product-like videos with a model.
Performance varied significantly by creative, highlighting the importance of relevance.
- Video: Necklace Closeup: 13.8% CTR (very strong)
- Video1: Presenting Madu: 28.6% CTR (extremely high, but very low volume)
- Carousel1: Ring: 1.9% CTR (average)
Frequency is currently low, it could be increased as some analytics are not clear:
- CTR in video 1: It is extremely high, but very low volume.
The main limitation is missing conversion tracking, which prevents ROI evaluation.
- The campaign was focused on awareness and finding the ideal customer, so we didn't focus on conversion optimization in this phase.

Additionally, the client decided she wanted to focus on the Spanish market for the next phase.

Conclusion

The campaign was a success, as it helped to increase brand awareness for Madu's jewelry. The use of Meta Ads allowed for precise targeting of the ideal customer in the UK, and the creatives were well-designed and engaging. The campaign was optimized over time to improve performance and reach a wider audience.

Nevertheless, there is room for improvement in future campaigns, particularly in terms of conversion optimization and market expansion.

The client is looking to expand the campaign to the Spanish market in the next phase, while also considering other European markets.