In the summer of 2016, Domenica Gallinatti was working with Studio Xaquixe, an alternative fuel glass studio run by a multinational team of engineers and artists in Oaxaca, Mexico. Xaquixe had recently finished building a pair of ceramic kilns that run on used cooking oil for a local family of potters.
In August of 2016, the Ruiz sisters and Domenica met and began work on their collaborative project, the Mima Ruiz Collection.
Working with Domenica we wanted to find a market for the beautiful pieces.
Our initial campaign ran through instagram ads.
We were testing if we could communicate the value of this product through an online platform and what target market interacted with our posts.
If we were right, we projected to have 15% of our viewers actually interacting with the ads and website.
At the end of the 3 day campaign we saw a 32% interaction rate.
For our second test, we created a webpage using Squarespace and ran a second test through Facebook Ads.
This time, we wanted to test the conversion rate from people interacting with the ad to the website to sign up for more news about the product.
In total, we got one email signup. Our results yielded a 2.08% conversion rate, while the industry standard is 1.5%.
These studies resulted in identifying a target market of 11.7 million people, a number that denotes the demographic of married women between the ages 35-65 who are housewives, mothers and global travellers.
The production ability of the one Oaxaca community does present a limitation to potential sales, so looking forward Mima Ruiz seeks to expand their network. When Mima Ruiz is able to replicate these special relationships with different manufacturers who share their values, they will be able to scale, reaching 60.25 million married couples in the U.S.