Legacy Craft, Modern Trust: Social That Educates and Converts
For over three decades, Didi’s has been where families commission heirlooms. Our job was to translate that offline trust into digital credibility—using education, faces from the atelier, and a rhythm of content that felt personal and expert.
Problem
Despite a 35+ year reputation, Didi’s online presence underplayed the intimacy and expertise clients experience in-store. They needed a digital voice that could explain craftsmanship, demystify stones, and reassure buyers making higher‑consideration decisions—without losing heritage.
System applied
We built an education-first system anchored in Employee Generated Content. Monthly strategy-led shoots captured the atelier, tools, and people behind the craft. We turned questions from the counter into reels, carousels, and LinkedIn posts—meeting buyers with clarity at each stage of their journey.
Challenge
Legacy brands win on trust in person—but online, trust needs proof. Technical terms, certifications, and bespoke processes can intimidate new audiences. The challenge was to make expertise feel welcoming and human while retaining the prestige of fine jewellery.
Strategy
We established pillars—Craft, Care, Confidence—then mapped formats to moments: process walk-throughs, stone education, and customer stories. EGC put master jewellers on-camera; monthly shoots produced consistent, high-quality assets aligned to upcoming collections and seasons.
Execution
Short, clear reels answered the questions shoppers actually ask. Carousels broke down settings and stones with visual guides. LinkedIn amplified thought leadership to professional networks. Weekly reviews tightened messaging, and we iterated cadence based on performance signals.
Outcome (First 3 months)
- 7,100% increase in reach
- 277% increase in engagement
- 85% increase in follower gain
We have thoroughly enjoyed working with Emma and her team for the past 18 months. They excel in social media planning and are always open to incorporating the various ideas we present. I highly recommend them to any consumer brand seeking to enhance their marketing efforts.
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