Jewelry
Smart & dynamic segmentation
Marketing and content
Enjeux
The editorial calendar was decided on an ad-hoc basis, with no explicit link to quarterly business goals or customer segments. Each piece of content was written from scratch, and the approval process took longer than the writing itself.
Workflow
Brand platform → Business goals → Segmented calendar → 360° content → Approval
STack
CE qu'on a mise en place
The editorial brand platform, defined in advance, serves as a matrix: what can be said, in what tone, and with which words.
- Quarterly business goals are fed into the system — what needs to be sold, to whom, and by when.
- The calendar is proposed segment by segment, based on RFM segmentation. A loyal customer and a dormant customer do not receive the same message, nor at the same time.
- Content is produced for all channels based on the brand platform: the team edits instead of rewriting.
- The editorial line is maintained by design, rather than by proofreading.
Impact
- The team approves instead of writing. The time spent on editorial approval drops significantly.
- The calendar is driven by business goals, rather than being decided on the fly.
- Segmentation becomes actionable: messages are differentiated by customer segment.
- Paid campaign performance improves.
Have a project, a question, or just want to bounce some ideas around?
Jean-Sébastien Prunet
+33 6 22 79 23 16
hello@tiwis.fr
+33 6 22 79 23 16
hello@tiwis.fr
Let’s take a moment to discuss your challenges, your vision, and to identify the key questions we need to address together.
Get in touch with me directly or book a video call below.
Get in touch with me directly or book a video call below.