Miru saw 123% higher conversion with shoppable UGC with Hue

JewelryShoppable VideoUGC Community

+123%

Conversion Rate Lift

7.3×

Return on Investment

7.3%

Engagement Rate

The Problem

Miru, a luxury jewelry brand known for endlessly remixable, modern essentials, wanted to elevate how customers experience their products online — especially their innovative Nap Earrings®. While the brand's aesthetic and storytelling were strong, traditional product pages didn't fully capture the styling versatility or functional details that set their jewelry apart.

They needed content that inspired and educated — while driving real results.

The Method

Miru assessed the impact of Hue's shoppable UGC videos on PDPs, landing pages, and homepage. They added 44 UGC videos sourced from Hue's Creator Community across three product pages and measured conversion rate.

Videos included in-line 'Shop Now' CTAs.
Integrated directly into Miru's Shopify storefront.
Mobile-optimized for modern shoppers.
Full licensing rights in perpetuity for use on ads, social, and more.

The Solution: Demonstrating Style + Function Through UGC

Hue matched Miru with creators reflecting their stylish, minimalist community. Creators styled the jewelry in everyday routines — at work, at brunch, even while sleeping — showcasing form and function in real life. Each video was tagged with product details and creator info, helping shoppers make confident decisions.

Hue Shoppable Video on Miru homepage — Hue's 'Word on the Street' shoppable video row on Miru's homepage, filtered by piercing type.

Hue shoppable video review for Classic Huggie Hoops in Titanium with add-to-cart — A verified creator video review with in-player add-to-cart on the Classic Huggie Hoops PDP.

The Results

Business impact

+123% conversion rate lift
7.3× return on investment
7.3% engagement rate
3 videos played per user, 69 seconds average watch time

Product-level highlights

Little Bar Nap Earnings®: video users converted at a 93% higher rate.
Classic Huggie Hoops in Titanium: creator Meg Hernandez drove an 11% conversion rate.
Most-used filter in the Hue library: 'Multiple piercings'.

Key Takeaways

Education drives conversion — products that require more explanation see outsized returns paired with authentic video. Customers are seeking representation — the most-used filter was 'Multiple piercings'. Authenticity matters — high-performing content came from creators who felt like real customers.

Miru didn't just generate views — they generated value. With a 7.3× return on investment, Hue's video experience proved it wasn't just a branding play — it was a revenue engine.

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