This campaign had a unique twist—it was an ecommerce endeavor designed to clear discontinued overstock from Mabina Spa Brand. We got creative with our pre-campaign negotiation: a bartering deal. This approach allowed us to use the ecommerce campaign profits to fund a media plan, which we also executed. This plan benefited other brands under the client's umbrella. It is a prime example of creative commerce, addressing overstock challenges and the need for a media campaign without spending more media budget. The barter system, exchanging jewelry stock for media services, offered a cost-effective and resourceful solution that maximized their existing resources.

Mabina Spa is an Italian jewelry company based in Milan. Founded in 1999 by a family of jewelers with a three-generation legacy, it specializes in the design, production, and marketing of proprietary brands.  

The company's brands include Kidult, Mabina Gioielli, 2Jewels, and WHYNOW Jewels.  

In 2022, Mabina Spa made the strategic decision to discontinue the production and commercialization of their brand 2Jewels.

They also needed to find the budget to promote another one of their brands with a proper media plan.

We had 3 main objectives: 

1) Help Mabina Spa sell their stock.

2) Find the right sales channels to sell entire quantities of jewels in the most tracked/controlled way to avoid overlaps with their normal distribution channels. 

3) Build the most suitable media campaign for our client and reach the right audience for them. 

A budget for a media plan does not magically grow on trees… But what if we didn’t need money?

Our creative idea was using bartering! Bartering is a solution as ancient as time itself, involving the exchange of goods and services without the use of money.

They had a stock of jewels with a retail value of 1.5M Euros, and we could come up with a media plan valued at the same amount.

Sounds like a good deal, doesn’t it?

Our strategy was to help Mabina Spa sell its jewelry stock and allocate the proceeds toward a corresponding media plan of equal value.

From stock evaluation to media planning, bartering proposal, logistics management, B2B and B2C sales, our strategy included the meticulous management of every phase to ensure the optimal sale of all our stock.

We defined the right channels and partners to sell the products. We selected Amazon, where we offered full-service management, Privalia and Veepee for flash sales, and our private ecommerce that is reserved only for our agency employees.   

We tailored our communications to special occasions, such as Christmas and Valentine's Day, to reach our audience when they were in the right mindset.

Our target audience was women with a propensity to purchase jewelry in the next 12 months.

We worked with three personas translated into three different buying attitudes:

- Rational

- Impulsive

- Value-driven

Our project unfolded in several phases, each contributing to its successful execution:

Stock evaluation - We evaluated the client's retail stock worth 1.5M€. 

Media plan and bartering proposal - The client invoiced us for the entire stock. According to the bartering rules, we were committed to delivering a media plan for their other brand of equal value to the invoiced stock, but with an internal cost much lower than the invoiced price.   

Logistics management -We created and managed the physical logistics of selling the jewels, from stock reception at our warehouse to the inbound and inventory, to the stock marshaling.  

B2B and B2C selling - We defined the right channels and partners to sell the products.   

We selected Amazon, where we offered full-service management, Privalia and Veepee for flash sales, and our private ecommerce that is reserved only for our agency employees.

Our approach demonstrated innovation by addressing the client's non-media problem of overstocking a declining brand and transforming it into a mutually beneficial opportunity involving both media and non-media solutions. We successfully solved the destocking problem while implementing a new media campaign for the client without utilizing their media budget, instead leveraging their own stock. 

We managed to sell all the stock. +45K Units through all channels B2C and B2B.  

+3.61% Conversion Rate on our ecommerce Club based on Shopify platform.  

+100000€ Total sales.  

65% Average margin on products.