meta set up & optimization

Rare Colors — Meta Setup & Optimization Case Study
Case Study Meta Setup & Optimization / Rare Colors
Client — Rare Colors

YOUR LOVE
STORY IN
full color.

Rare Colors had stunning product and zero paid social infrastructure. I audited their existing Meta setup, rebuilt their audience architecture from scratch, and launched targeted prospecting and retargeting campaigns that turned scrollers into shoppers. The result: orders tripled and paid social sessions nearly tripled along with them.

Role
Paid Social Strategist
Platform
Meta (Facebook + Instagram)
Client
Rare Colors
Rare Colors — your love story in full color
300%
increase in orders
From Paid Social
Post-optimization vs. pre-optimization
177%
increase in sessions
Paid Social Traffic
Driving qualified traffic to a luxury D2C brand
01 — The Challenge

BEAUTIFUL PRODUCT.
BROKEN FUNNEL.

Rare Colors had world-class natural fancy color diamonds and the D2C creative to match — but the Meta infrastructure wasn’t doing its job. Audiences were broad, retargeting was nonexistent, and spend wasn’t working hard enough. For a brand in this price tier, every wasted impression is expensive.

02 — The Approach

AUDIT. REBUILD.
LAUNCH.

I started with a full analysis of Rare Colors’ existing Meta infrastructure — pixel health, audience definitions, campaign structure, and creative performance. From there, I rebuilt the audience architecture with optimized lookalikes and interest-based segments, then launched a dual-layer strategy: prospecting campaigns to find new high-intent shoppers, and retargeting to close the loop on warm traffic.

01
Meta Infrastructure Audit
Full analysis of pixel setup, event tracking, audience architecture, campaign structure, and creative performance to identify gaps and opportunities.
02
Audience Optimization
Developed refined lookalike audiences, interest-based segments, and custom audiences from site behavior, email lists, and purchase data.
03
Campaign Launch
Built and launched targeted prospecting campaigns to drive new high-intent traffic, paired with retargeting campaigns to convert warm audiences.
Rare Colors tennis necklace ad creative Prospecting — Video
Rare Colors lifestyle model shoot Prospecting — Static
Rare Colors green diamond trio ad creative Retargeting — Video
03 — Strategy

PROSPECTING +
RETARGETING, TOGETHER

Luxury D2C doesn’t convert on the first touch. The strategy was built around a two-layer funnel: top-of-funnel prospecting campaigns served lifestyle and product video to cold audiences optimized for engagement, while mid- and bottom-funnel retargeting hit site visitors, email subscribers, and engaged social audiences with high-intent creative designed to close.

04 — Impact

ORDERS UP 300%.
SESSIONS UP 177%.

The rebuild delivered immediately. Orders from paid social increased 300%, driven by the new audience architecture and retargeting strategy. Sessions from paid social jumped 177%, meaning the prospecting layer was doing exactly what it should — bringing the right people to the site. For a brand selling five- and six-figure stones, these aren’t vanity metrics. They’re revenue.

KEY
DELIVERABLES
What shipped.
i
Meta Infrastructure Audit
Comprehensive analysis of pixel health, event tracking, audience definitions, campaign structure, and creative performance — with a roadmap for optimization.
ii
Audience Architecture
Rebuilt from scratch — optimized lookalikes, interest-based segments, custom audiences from site behavior, email lists, and purchase data.
iii
Prospecting & Retargeting Campaigns
Dual-layer campaign strategy — top-of-funnel prospecting to drive new high-intent traffic, and retargeting to convert warm audiences. Resulted in a 300% increase in orders and 177% increase in paid social sessions.
Rare Colors × Meta Setup & Optimization Portfolio