They are best known for their piercing jewelry in implant grade titanium with high quality gold plating, and for coining the “nap earrings” concept through a variety of flat back earring styles.
Each piece is designed in NYC by Creative Director Trisha Okubo, who, having studied engineering at Stanford, is influenced by systems and modularity and the opposing forces of chaos and order.
Maison Miru had been advertising on Facebook and Instagram since 2019, yet their performance plateaued and they were unable to scale ad spend while maintaining the return they were looking for. Their core problem was below-average click through rates in a very competitive jewelry landscape.
They were heavily dependent on their semi-annual Sample Sale as well as a “free earring” new customer acquisition campaign. While both of these were extremely successful in ads, in order to raise the average order value of customers and steer away from the overly “salesy” type of brand, Maison Miru knew they needed to elevate their creative to better showcase their variety of products and distinguish themselves amongst their competitors.
Maison Miru was searching for a partner with in-house creative capabilities that would use A/B testing strategies to discover what kind of ads would increase the CTRs and overall engagement. Additionally, they wanted to do messaging testing, which is where Uppercase has also been able to help them coin the “nap earrings” concept that has proven to have a viral factor.
While Maison Miru had some campaigns with strong performance upon beginning the partnership, Uppercase noticed that they were very dependent on a select few audiences and within those ad sets, only a few ads were running. It was evident that we also needed to do extensive audience testing.
Maison Miru was dependent on mostly image ads, so Uppercase moved over ads with solid social proof and high ROAS into a more evergreen structured campaign with a variety of interest testing audiences. In addition to launching top performing ads, Uppercase conducted competitor research and began creating a variety of video ads that highlighted the value propositions of the brand in a more engaging way to test alongside the image ads.
Within the first month of partnering with Maison Miru, Uppercase launched 20+ new audiences, using a methodical testing strategy, to better understand the demographics and what styles of creatives are most engaging to those audiences.
Uppercase began with more simple slideshow style creatives, but quickly discovered that in order to stand out against the competition, communicating the “Why Maison Miru” would require creative that truly showed the product and called out the value propositions that make Maison Miru unique.
The piercing jewelry, specifically flat back earrings, were top sellers for Maison Miru, but the images were unable to actually show how to put in the flat backs, what the backs looked like, etc. This is where user-generated content (UGC) came in. Uppercase worked with the Maison Miru team to form a shot list and collected content from an influencer showing how to put the flat backs in your ears.
After multiple rounds of testing, Uppercase struck creative gold with a new ad style - a split screen video ad that included influencer footage on one side and a list of product value propositions on the other, featuring Maison Miru’s popular Flat Back Earrings.
Uppercase’s account strategist and art director predicted this asset would be successful for the following reasons:
It included influencer content, which consistently performed well for Maison Miru.
The influencer showed the user why the flat back earrings were different from normal post earrings and how to use them in a very efficient way.
The list of value propositions clearly communicated why this earring was superior to traditional styles.
This asset quickly gained momentum, so Uppercase introduced the ad to other audience segments with similar success.
This creative breakthrough spurred an evolution of new creative assets to test based on key learnings from the Flat Back Split Screen ad. It also helped Maison Miru understand key elements of their audience including what types of products they want, and what types of creative they engage the most with.