In the world of luxury jewellery, a new collection launch is more than just a product drop; it's an event. It's a moment of excitement, exclusivity, and brand storytelling. But in a crowded digital space, how do you transform a simple announcement into a must-attend affair that generates palpable buzz and a packed guest list?

The answer lies in a sophisticated, multi-phased engagement campaign on Meta (Facebook and Instagram). At Jewellers Grow, we specialize in building this hype. Let's dive into the data-backed playbook we recently used to generate over 5,000 RSVPs for a client's exclusive new collection launch and designer meet-and-greet.

The Goal: Turning Passive Followers into Active Participants

The objective was clear: promote a hybrid event (in-person and virtual livestream) and secure a minimum of 5,000 RSVPs to guarantee high attendance and create a high-intent audience for the sales phase. The primary KPI wasn't immediate sales, but Event Responses and meaningful engagement.

The Jewellers Grow Phased Engagement Blueprint

We designed a 14-day campaign structured in three distinct phases to build momentum, drive action, and create urgency.

Phase 1: The Teaser (14 Days Before the Event)

Objective: To build curiosity and anticipation without revealing too much.

• Audience: We targeted a warm audience of past customers, high-engagement Instagram followers, and a 1% Lookalike audience of our best customers to find new, similar users.

• Creative: The campaign centered around short, enigmatic video clips (6-10 seconds) posted as Reels and Stories. These videos featured artistic close-ups of textures, a designer's initial sketch, and silhouettes of the new pieces against dramatic lighting. The ad copy was minimal and intriguing: "A new story in craftsmanship is about to unfold. 25.10.25. Save the date."

• The Numbers:

  • Generated over 300,000 video views in the first week.

  • Achieved a 12% higher post engagement rate compared to the brand's standard content, signaling strong interest.

Phase 2: The Reveal & Invite (7 Days Before the Event)

Objective: To officially announce the event and collection, and drive Event Responses.

• Audience: We retargeted everyone who engaged with the teaser campaign and expanded to a broader, relevant audience with interests in Fine Jewellery, Luxury Shopping, Art & Design, and competing luxury brands.

• Creative: We created an official Facebook Event for the launch. The ad campaign, optimized for "Event Responses," featured stunning carousel and video ads that unveiled a few of the hero pieces from the new collection. The primary Call-to-Action was a direct prompt to RSVP ("Interested" or "Going") on the Facebook Event page.

• The Numbers:

  • This core phase drove 4,200 Event Responses (RSVPs).

  • We achieved a highly efficient Cost per Event Response of just ₹35.

  • The high relevance of the ads led to a 20% lower Cost Per Mille (CPM) than our account average.

Phase 3: The Reminder & Urgency (3 Days Before the Event)

Objective: To convert "Interested" RSVPs to "Going" and capture last-minute attendees.

• Audience: A highly targeted group: users who had responded "Interested" but not yet "Going," and people who had visited the new collection's landing page on the website.

• Creative: We used more personal and urgent formats. A short, direct-to-camera video from the lead designer personally inviting viewers was incredibly effective. We also ran Instagram Stories ads with the interactive Countdown Sticker. The ad copy created urgency: "The countdown is on! Confirm your spot to witness the grand reveal."

• The Numbers:

  • This final push successfully secured an additional 1,150 "Going" responses.

  • Generated over 500 comments with questions about event timing and collection details, further boosting engagement.

The Final Tally: A Resounding Success Story

By strategically building momentum, the campaign not only met but exceeded its goals, creating a powerful launchpad for the new collection.

• ✅ 5,350 Total Event Responses: The campaign successfully generated a total of 5,350 RSVPs ("Interested" or "Going"), surpassing our initial goal by 7%.

• 📢 2 Million+ Unique Users Reached: The campaign's buzz reached over 2 million unique users, generating more than 50,000 likes, comments, and shares across all promotional posts.

• 📊 Highly Efficient Cost Metrics: We achieved an impressive average Cost per Engagement (CPE) of ₹5.50 and a final blended Cost per Event Response of ₹42.

• 👥 A Powerful New Audience Asset: We built a high-intent Custom Audience of 5,350 people who RSVP'd. This audience is now a prime target for the post-event sales campaign, and is projected to deliver a 5X higher conversion rate than cold traffic.

• 🎉 A Packed Event: The campaign's success translated directly to the event itself: the in-person venue was fully booked, and the virtual livestream peaked at over 2,500 concurrent live viewers.

Conclusion: From Announcement to Anticipated Event

Promoting a brand event on Meta is a masterclass in strategic communication. A simple "You're Invited" post is not enough. By crafting a phased narrative that builds curiosity, provides a clear path to RSVP, and creates a genuine sense of urgency, you can transform a standard marketing event into a can't-miss occasion that drives both engagement and future sales.

Planning a new collection launch or a special brand event? Let's make it unforgettable. Contact Jewellers Grow for a free consultation on building a high-impact event promotion strategy.