Beaverbrooks the Jewellers’ Active Meta Ads

Beaverbrooks the Jewellers uses its live Meta ads to sell jewellery, watches and diamonds, from diamond rings and wedding rings to branded timepieces such as TUDOR, Panerai, Breitling, OMEGA and TAG Heuer. The main promise is convenience and affordability around the product: free delivery, next day delivery, interest free credit and Klarna at checkout all appear across the set. The Summer Edit, a curated seasonal collection, runs as its own strand, and the ads also cover keepsakes such as lockets, initials, charms and birthstones.

The copy names specific occasions and needs rather than general browsing. Wedding ads address the couple directly, with “Say 'I do' in style” and “Discover beautifully crafted wedding rings, designed to be loved for eternity” running on the wedding rings page, while the collection for him covers rings, jewellery and watches for the wedding look. Product ads dwell on materials and specifications, such as sweatproof bonded gold, Swiss-made movements and Italian heritage for Panerai, and the Breitling Endurance Pro is described for workouts and adventures.

The account is built mainly on image ads, with video making up 34% of the pulled set. Most ads send people to beaverbrooks.co.uk, and 19 of the pulled ads link to that page, while others go to the summer edit, the diamonds page or an Instant Experience. 2 ads carry Meta's paid-partnership label, both with Debbie Le Grainger.