Context
Our client wanted to launch a new collection of jewellery pieces which includes pendants, bracelets and brooches. The collection is a very specific set of jewellery that are intended to be given as gifts. This doesn’t necessarily have to be for a particular occasion but as a way of expressing thanks. Each piece within this range has been very thoughtfully created with symbolic meaning. This is reflected not only in the design, which was developed with the help of a local artist, but with the clear message that acknowledges the particular qualities of compassion, care and courage.
In 2020, we have have become much more aware of the service that our frontline workers provide but also the kindness of friends, family, neighbours and wider community. This is a very emotive way of expressing gratitude to them and showing them how much they are appreciated.
Objective
The primary objective was firstly to generate awareness of this collection and to generate online sales. Traffic therefore needed to be built and directed through new social media channels. The site also needed to be promoted to the relevant target audience.
Strategy
While our client has plenty of experience in the jewellery industry, this particular collection was something very new to the market. There was no audience or following to tap into as yet and there wasn’t any social media or online presence. The focus of this project was to:
- Develop and create the story behind the collection.
- Build a website showcasing the products.
- Create Facebook and Instagram profiles.
- Develop influencer outreach programme.
Results
The ‘why’ behind the development of the Heroes Collection was explored and established, providing the range with something that people could relate to. The website structure, layout and content was created and populated with a simplified range of product items to begin with. In addition, a dedicated facebook and instagram page were created as well.
A decision was made to try and capture pre-Christmas gift demand which meant that there was a small window of around 2 months to maximise seasonal sales.
Given the short timescales, the strategy focused on delivering a series of key priorities which included an influencer outreach programme and also responding to various local initiatives in order to try and secure further exposure. The collection appeared regularly on relevant group pages such as ‘Shop in Ireland’ as well as featuring on the Tracey Clifford show on 2fm, as part of the ‘Champion Green‘ incentive.
