“We couldn’t get granular enough to identify key personas, such as the movable middle or consumers in meaningful bridal life stages.”
Grace Mersmann, Senior Manager of Paid Social, Wpromote
Bye-Bye, Business as Usual:
Wpromote Delivers 89% Growth in Engagement Rate with Resonate Audiences
For a leading jewelry brand, the shopper who lingers on a diamond ad, watches a video to the end, or clicks to learn more is telling them something raw impressions can’t. That engaged customer is more likely to choose natural diamonds over lab-grown.
Full-service agency Wpromote manages the brand’s paid social, and Grace Mersmann, Senior Manager of Paid Social, and her team needed brand lift on recall, intent, and preference relating to the brand’s natural diamonds.
Client Challenge
Reach without resolution
The Wpromote team had been building audiences through each platform’s native targeting, based on household income, age, gender, and interest category. This provided a solid foundation, but they couldn’t show whether someone was open to natural diamonds over lab-grown alternatives, or which factors mattered most when weighing the cost of a high-investment purchase like an engagement ring.
Reach wasn’t the problem. Precision was.
Resonate Solution
Testing Resonate against “business as usual”
Wpromote wanted to know whether a more precisely built audience could drive better engagement with the shoppers that move the needle for their client, without giving up the scale of native targeting. Reach was still important to the jewelry brand, but Mersmann felt they could create more effective reach by delivering meaningful actions in addition to volume.
To test this hypothesis, Wpromote ran a side-by-side of a Resonate audience against the business-as-usual (BAU) targeting, split across a live campaign.
How It Works
A precision audience built for natural diamond shoppers, tested head-to-head against platform targeting
Build the specific audience with deeper intelligence Build the specific audience with deeper intelligence
Resonate data goes beyond demographics and interest categories to identify key personas, such as the movable middle and bridal-stage shoppers.
Proven against BAU Proven against BAU
When ran against the BAU audience, the Resonate audience delivered high engagement while retaining reach; Resonate was still able to reach between 11.8 and 13.9 million prospects.
Measurement beyond impressions Measurement beyond impressions
Wpromote tracked brand lift on ad recall, intent, and preference, plus video-view rate, engagement rate, and cost per landing page view.
“The Resonate audience was not simply just seeing the ads. It was also more likely to watch the content, engage with it, and explore natural diamonds further. These are important signals that audiences are moving from awareness toward consideration.”
Grace Mersmann, Senior Manager of Paid Social, Wpromote
89
%
Higher engagement rate
The Resonate audience’s engagagment rate was 3.6% compared with 1.9% for BAU.
59
%
Video-view rate
The Resonate audience watched video content at 59%, compared with 42% for BAU.
~48
%
More efficient cost-per-landing-page view
The Resonate audience showed that it was more likely to move down the funnel.
“Resonate’s value really showed up in the brand-lift results. It was a more targeted, segmented audience that drover stronger recall, intent, and preference. Resonate was more efficient in driving the outcomes that matter most to our client.”
Grace Mersmann, Senior Manager of Paid Social, Wpromote
What Comes Next
Wpromote is dropping the BAU audience entirely.
The test changed the media plan for the jewelry brand. Wpromote is expanding Resonate across both Meta and TikTok for its client and dropping the BAU audience.
The experience has given Mersmann advice to share with marketers leaning heavily on platform targeting alone. “Traditional platform targeting is inherently limited by the audience signals available. Resonate audiences are tailored more deeply to the brand, helping your spend work harder across the funnel. The goal is not simply to generate as many impressions as possible; it’s to reach people who are going to pay attention, engage with content, and enter the funnel with the right mindset.”
“Resonate helps our investment work harder. They reached customers who were more likely to engage and demonstrate real intent. Rather than casting a wide net, we can concentrate our investment on a more relevant, responsive audience.”
Grace Mersmann, Senior Manager of Paid Social, Wpromote
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