2 minute read
Post Communication Strategies
Harry Winston also stopped promoting its engagement rings on YouTube over a year ago; with a very low interaction rate. The Brand’s most-watched and interacted video remains to be the advertising for the BrilliantlyInLove commercial.
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The brand has positioned itself since it has been founded as the Jeweller to the Stars; and living up to its name, the brand solely focuses its digital efforts to publish visuals of Stars wearing its products. The celebrities the brand choses to associate itself with all share parallels; elegant, over 30 females with successful career histories, meaning A-List celebrities. Some examples can be seen below.
merve edis ied barcelona POST COMMUNICATION STRATEGIES
Figure 2: Media Radar, GQ (Taiwan), 2020
Harry Winston has spent under $100 Million on print and digital advertising combined in 2019. The brand choses to invest in premium ads; at magazines such as GQ and Veranda (Media Radar 2020). The ads are always kept simple and product focused.
Figure 3: Media Radar, Veranda, 2020
CONCLUSIONS
The brand represents and vocalises the same tone on each of its digital/print media efforts. While the user bases of each media channel may defer; the brand seems limited and lacking to connect with younger target bases. The brand ultimately seems to lack the capability of getting the attention of today’s youth; limiting itself via big price tags hence a very niche and older target group; even though as the market research revealed Millennials and Gen Z makeup of 2/3s or diamond purchases globally (De Beers’ Diamond Insight Report 2019).
Another growing trend amongst the two generations in question is to support brands that reflect their belief systems. Philanthropy has been a key point in brand image and communication in the past several decades and have proven successful; a given example to this is the case of Patagonia in 2017 (Brennell 2017). The brand utilised philanthropy as a strategy; it promised to donate 100% of its sale profits from that weekend to environmental non-profit agencies. The campaign resulted in a massive success; quadrupling the expected profits from 2 million to 10 million (Brennell 2017).
While Harry Winston has been doing humanitarian work through its own charity foundation, Harry Winston Hope Foundation and programs such as Harry Winston Brilliant Futures Charitable Program; the brand fails to showcase its involvement in charitable work to the public; hence it does not take advantage of the emotional marketing used nowadays by many brands. Competitor brands promote their humanitarian actions on their respective social media channels while the public is unaware towards Harry Winston’s due to a lack in its communication.
Digital Presence & Impact
TIFFANY&CO
Amongst its highest engagement rate and follower count on Instagram, the brand is also intuitive and responsive to direct tweets on Twitter. While the Instagram account of the brand holds a light tone of voice; cartoonish advertisements, environmental statements, as well as products and celebrity figures. The brand promotes its Demi-fine jewels on its instagram page; as well as the customers..
