Celtic Knot Jewellery

# St. Patrick's Day 2026 — Campaign Brief

> **Celtic Knot Jewellery** | Campaign Intelligence Working Document
> Last updated: February 15, 2026
> Status: **PLANNING**

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## 1. Campaign Overview

**Campaign name:** St. Patrick's Day 2026 — Timeless Triquetra
**Window:** February 17 – March 17, 2026 (29 days)
**Shipping deadline:** March 12, 2026 (honest urgency — Brand Rule #3)
**Landing page:** https://trinity.celtic-knot.com/
**Hero offer:** Timeless Triquetra™ Collection — Sterling Silver + 14K Solid Gold
**Platform:** Headless Shopify (Vercel + Storefront API) — purpose-built for CRO
**Objective:** Profitable conversion (Purchase) with secondary mid-funnel feeding

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## 2. Why This Campaign

St. Patrick's Day is the **peak activation month for Aoife (Heritage Keeper)** — our second-largest archetype at 20% of the customer base. These customers buy to declare identity, not because of a sale. The Triquetra is the perfect symbol: 5,000 years of Irish heritage, universally meaningful (faith-hope-love, past-present-future), and our highest-margin bundle.

**Target ROAS:** > 2.4x (scaling floor) | 3.0x (optimization target)
**Target CPA:** < $60 (vs. current $94.64)

### Budget & Scaling Rules

| Parameter | Value |
|-----------|-------|
| **Current daily spend** | ~$400/day |
| **SPD launch spend** | $600/day |
| **Scale ceiling** | $1,200/day |
| **Scale condition** | ROAS holds > 2.4x AND inventory supports volume |
| **Campaign total (29 days)** | $17,400 @ $600/day → up to $34,800 @ $1,200/day |
| **Revenue target @ 2.4x** | $41,760 (floor) → $83,520 (scaled) |
| **Revenue target @ 3.0x** | $52,200 (floor) → $104,400 (scaled) |

**Scaling protocol:**
1. Launch at $600/day on Feb 17
2. Monitor daily ROAS via `python fb_ads_cli.py account --days 3`
3. If 3-day rolling ROAS > 2.4x after 5 days → increase to $800/day
4. If 3-day rolling ROAS holds > 2.4x after 3 more days → increase to $1,000/day
5. If still holding → push to $1,200/day ceiling
6. If ROAS drops below 2.0x at any stage → pull back to previous level
7. Inventory check required before each scale-up

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## 3. Product Catalog — Timeless Triquetra™ Collection

**Source:** `product-sets/timeless-triquetra-products.csv` (6 products, 91 variants)
**Landing page:** https://trinity.celtic-knot.com/ (Vercel + Shopify Storefront API, headless CRO)

### Sterling Silver Tier (Entry / Hero Offer)

| Product | Price | SKU Prefix |
|---------|-------|------------|
| **Timeless Triquetra™ Pendant** (18K White Gold Plated) | $199 | TTP-S925 |
| **Timeless Triquetra™ Earrings** (18K White Gold Plated) | $179 | TTE-S925 |
| **Timeless Triquetra™ Filigree Ring** (18K White Gold Plated) | $229 | TFR-S925 |
| **3-Piece Set Bundle** | ~$407 (save $200 / 33%) | — |

This is the **primary ad offer** — accessible price point, 18K white gold plated 925 sterling silver. The $407 bundle with $200 savings is the conversion anchor. Ring available in sizes US 6–10.

### 14K Solid Gold Tier (Upsell / High-AOV)

| Product | Price Range | Variants | Colors |
|---------|-------------|----------|--------|
| **14K Gold Pendant** | $1,299 – $2,199 | 12 (lab/natural diamond, 3 golds) | White, Yellow, Rose |
| **14K Gold Earrings** | $1,799 – $14,999 | 12 (lab/natural diamond, 3 golds) | White, Yellow, Rose |
| **14K Gold Filigree Ring** | $1,499 – $5,999 | 60 (4 stone tiers × 3 golds × 5 sizes) | White, Yellow, Rose |

The 14K tier serves two purposes: it signals luxury craftsmanship (even if most visitors buy sterling) and captures high-AOV purchases from Connor (Collector) and Seamus (Devoted Husband) with larger budgets. A single 14K sale at $2,999 equals ~7.4 sterling bundle sales.

### Product Strategy for Ads

- **Hero creative:** Sterling Silver 3-piece set @ $407 bundle price
- **Carousel slides:** Individual pieces (Pendant → Earrings → Ring → Bundle)
- **Upsell path:** Landing page handles tier upgrade to 14K — don't complicate the ad with gold pricing
- **Retargeting:** Show the specific product they viewed (DPA via Shopify catalog)

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## 4. Current Performance Baseline (90-Day)

| Metric | Value | Target | Gap |
|--------|-------|--------|-----|
| Spend | $79,878 | — | — |
| Revenue | $188,015 | — | — |
| ROAS | 2.35x | 3.0x | -0.65x |
| AOV | $222.77 | $190+ | ✅ Exceeding |
| CPA | $94.64 | <$60 | +$34.64 |
| Click → Purchase | 1.53% | 2.5% | -0.97% |
| Content View → ATC | 9.66% | 15%+ | -5.34% |
| ATC → Purchase | 32.6% | 40%+ | -7.4% |

**Diagnosis:** AOV is strong ($222.77 exceeds $190 target), but CPA is 58% above target. The funnel leaks hardest at Content View → ATC (9.66%) — visitors see the product but don't add to cart. This suggests creative/copy isn't completing the persuasion loop on the product page.


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