Mikimoto Pearls, the world-renowned jeweler known for pioneering the art and science of pearl culturing, partnered with Rokkan as its Digital Creative and Media Agency of Record, to fully redesign and relaunch its US e-commerce website and to manage all paid media.
With more than one hundred years of history, Mikimoto was one of the first Japanese brands to expand into international markets. The jeweler opened its first London shop in 1913 after laying the groundwork for the modern Japanese jewelry industry more than a decade before. Mikimoto boutiques can now be found in the United States, United Kingdom, France, Singapore, and China, among many other countries.
“My dream is to adorn the necks of all women around the world with pearls.” – KOKICHI MIKIMOTO, FOUNDER Mikimoto Pearls.
Mikimoto looked to Rokkan to elevate the digital customer experience, celebrate their rich history and heritage, feature an editorial look and feel, and bring a precise attention to detail to the site design.
For the first time in brand history, Mikimoto began telling a customer story behind other actions on the website, not just outright purchases, like gauging intent to purchase, signing up for newsletter, or using a store locator. This “softer” data was essential for 360 media campaign reporting and nimble real-time reaction, telling Rokkan and Mikimoto exactly 1) what’s driving traffic to the site, 2) how well is the site actually performing, 3) and what are those users doing while on the site.
The media plan worked in tandem with monitoring site analytics, spanned paid search, mobile (location-based targeting), video units, banners on endemic lifestyle sites, and retargeting.
In just one month after the site’s launch, Mikimoto saw a 67% increase in revenue, a 57% increase in “add to bag” click events, and a 253% increase in direct traffic.
Digital Creative Agency of Record
New York and Los Angeles Offices
Strategy, Concept, Creative, Production, Design, Development, Media Planning and Buying