Gabriella Rose May
The Jewellery Editor: Campaign Title: Gifts They’ll Love Entering the world of luxury jewellery and watches, as the digital strategist I was tasked with creating an exclusive platform packed with digital innovation and content collaborations for the Christmas period. Working with machine-learning innovators Qubit and the content team at TJE we were able to produce a digital campaign which aligned all PR and Marketing objectives. Following are examples of how we achieved this.
Online Brand Management: To ďŹ nely tune the balance between the permanence and SEO friendliness of the site, we grew the audience to 1.8 million per month. A supporting a brand kit was created for all team members to reference. The Christmas gifting campaign was personalised by the user seeing targeted content to suit their preferences- this was achieved by data insights from Qubit. In addition we worked with global brands such as Vogue China and Nirav Modi to sell in branded editorial content which linked back to TJE’s website.
Video Direction Insight-driven video content ideas linked to the brands customers’ passion points, things like bridal and gifting were given a festive make over. The important thing was to create a narrative and characters which enabled the consumers to become emotionally connected, and imagine themselves in each scenario to such an extent that they wanted to continue to follow the story on the website.
Seen by upwards of 15,000 viewers per video, bringing the products and stories to life. We made this video shoppable through brightcove. All major brands were linked through to the appropriate web page.
Social Media Direction Directing a workshop for the leading jewellery social media. We achieved a following of 120,000 on instagram in a year and a half. The social media workshop included: • Tone of voice guidelines • Social brand kit • Team training on facebook, twitter, instagram, pinterest, linkedin
Uzma Bozai: Campaign title: What’s Your Occasion? At the core of this brand is occasionwear – the brand stocks a variety of formal wear pieces on site and serves as a good first port of call for those who need to look their best for upcoming events. ‘What’s Your Occasion’ was designed to tap into this.
KPIs & Objectives The immediate KPIs for the campaign are as follows: • 5 pieces of national press coverage • 5 links from general publications • 300 social shares • 5000 sessions to campaign page
Interactive Website Pages: Working as an interactive on-site piece, the campaign will allow customers to click through a series of images and questions to find their occasion. Customers and users will then be given advice – dresses which suit their looks, celebrity content, tips on makeup and looks which are currently on trend.
Social Media Campaign: The social campaign ran as an interactive element – customers were asked to take a selfie of themselves in a Uzma Bozai piece, describing their occasion and using the hashtag #mystylesecret for the chance to be entered into a prize draw.
Influencer Outreach To gain greater converage for this campaign, we implemented an influencer outreach strategy to strike a balance between influencer and consumer lead content.
Little Mistress: Campaign Title: Welcome to the Party The Little Mistress group is a combination of 3 independent womenswear brands; Little Mistress, Girls on Film and Paper Dolls. Each brand has a different target audience and price point, all three consumer’s commonly head to the site and offline stores to shop formal wear, party wear and bridal wear.
Email Marketing With today’s focus on hyper-personalisation we used web developers Visual Soft to gain unprecedented behavioural data to target our consumers. Filtering through what size, price point and dress style they had shopped before we were able to send personalised recommendations via e-shots. These were sent out using the campaign shots and copy used on the website and out of home advertising to align all communications. We have found that creating consistency over all touch points gains consumer loyalty.
On-Site Content Working as an interactive on-site piece, we created a fully editorial campaign which incorporates stills, video and gifs. It was designed to segment the audience into core categories including; House party, office party, under £100, under £50 and more. The idea of these ‘rooms’ was to navigate the consumer as effortlessly as possible to what they are looking for and at the same time subtly upsell add-on items. Below is an example of items a user would land on if price point seemed to drive their purchase decision.
Online Visibility Little Mistress has a consumer that shops for very particular items, therefore SEO is imperative to its digital success. If a new consumer types bridesmaid dresses into a search engine, Little Mistress must be on the first page. Therefore the content produced was optimised to make sure all editorial was discoverable. Influencers were also employed to get the message out to a new audience and improve link building.