The jewelry industry is incredibly competitive. Not only do you have to compete with other luxury jewelry companies, but you also have to compete with cheaper, knock-off jewelry businesses that offer incredibly low prices. To be a successful jewelry business, you must master the art of memorable marketing.
Inspired jewelry campaigns resonate with customers. They connect with them on a deeper level and encourage customers to attach a feeling or message to your jewelry brand. Successful jewelry campaigns significantly increase public awareness of your jewelry brand, boosting your image and your sales to help your jewelry store grow.
To give you some inspiration, we’re reviewing the most successful jewelry campaigns ever created and sharing what key strategies made them so successful.
6 Most Inspiring Jewelry Campaigns Ever
Tiffany & Co.’s “Will You?” Campaign
Despite its debut many years ago, the Tiffany & Co. 2015 campaign “Will You?” is still frequently used as an example of one of the best jewelry store marketing campaigns. The short video advertisement shows scenes of couples in various stages of their relationships, with voiceovers from one partner sharing lines of affection and admiration that ultimately lead up to a proposal where they ask one question: will you? The ad was successful because it used storytelling to seamlessly tie rings at Tiffany & Co. to the symbolism of new love and two people beginning a new life together.
Pandora’s “DO See The Wonderful” Campaign
Pandora’s “DO See The Wonderful” jewelry campaign sought to inspire women to recognize the wonderful in everyday life. Pandora used candid images of women doing normal, wonderful things to remind everyone to celebrate the small triumphs, then dedicated their newest jewelry collection to marking the wonderful moments in life. The campaign significantly boosted engagement with Pandora on social media as women around the world used the hashtag #DOSeeTheWonderful to share their own candid photos.
Cartier’s “Love Is All” Campaign
The “Love Is All” campaign centered around a short film featuring a well-known cast of celebrities like Lily Collins, Willow Smith, Jackson Wang, and Ella Balinska lip-syncing to the song “Love is All” by Roger Glover and Ronnie Dio. The campaign promoted modern love and celebrated the deep connections that bring people together. This jewelry campaign is a great example of how to successfully use influencers to bring additional attention and recognition to a brand.
Bvlgari’s Series of Short Films for Mother’s Day
Partnering with Vogue Magazine, Bvlgari released a series of short films interviewing mothers and daughters. Each short focuses on one mother-daughter relationship, with each person sharing what they appreciate about one another and expressing their love for each other. As they discuss their relationship, they’re trying on Bvlgari jewelry—but the jewelry is never mentioned. Simple and heartwarming, this jewelry campaign was successful because it subtly attached Bvlgari jewelry to the inexplicable love between mothers and daughters and implied that it could be part of the legacy a mother leaves behind.
Mikimoto’s “Starring the Bride” Short Film
Mikimoto recognized that every bride wants to be treated as the main character of their own movie on their wedding day. Using only images and music, this short film portrays a young bride who is the lead actress on several beautifully designed sets reflecting important moments like meeting her significant other for the first time and watching fireworks together. Everything culminates in a final wedding scene where the bride is wearing an elegant wedding dress and Mikimoto pearl jewelry. The ad was successful for two reasons: first, it was visually stunning with colorful scenes that captured and maintained the viewer’s attention and second, it showed all women that they could be the star of their big day when they wore Mikimoto jewelry.
Swarovski’s #MySparkDelight Campaign
This campaign was launched via X (formerly known as Twitter) during the COVID pandemic. The campaign invited everyone to use the hashtag #MySparkDelight to showcase something or someone that brought them joy amidst the difficult time. The jewelry campaign was wildly successful, with people from all over the world sharing things they were grateful for and engaging with Swarovski’s brand. The campaign is considered one of the best jewelry marketing campaigns because it led customers to associate Swarovski with positivity and joy. Attaching their jewelry brand to these strong emotions laid the foundation for a relationship with potential customers and made it that much easier to convert those leads into loyal customers in the future.
Key Strategies Used in Great Jewelry Campaigns
All successful jewelry campaigns have one thing in common—a solid marketing strategy. This strategy is the guiding force behind the campaign development and the inspiration for creativity. Though each jewelry business has to research their audience and discover what strategy will be most successful for them, there are three popular strategies that tend to be successful in the jewelry industry:
1. Emotional Storytelling
People have been telling and listening to stories for centuries. Having a good storyline at the center of your campaign will capture viewers’ attention and, if done well, their hearts. Evoking strong emotions in your audience can often inspire them to take action and creates a lasting impression of your brand and product.
2. Influencer Collaborations
Collaborating with popular celebrities and other well-known figures is a tried and true method for garnering attention. A celebrity endorsement of your jewelry adds the weight of their reputation to yours, resulting in a powerful combined influence on customers in the marketplace.
3. Personalization and Customization
The best jewelry campaigns are customizable. This allows for greater personalization when reaching out to different segments of the target audience. The more you can tailor your message to your audience, the more likely they are to respond and engage with your brand. Fortunately, today’s jewelry stores have the power of automation to help them personalize their jewelry campaigns for each audience and also improve the customer experience.
5 Jewelry Marketing Campaign Ideas to Try
Once a strategy is in place, you’re ready to start planning the finer details of your jewelry marketing campaign. Here are a few campaign ideas to help get those creative wheels turning:
Gift Guides
A great way to showcase your collection while also helping your customers choose the right piece of jewelry for that special someone. Gift Guides are well-suited for holiday promotions because they can easily be shared in a variety of ways. Consider creating a holiday text marketing campaign with links to your gift guide that season or sharing the guide images via Instagram with a clickable link to visit your website.
Interactive Instagram Stories
Interactive stories on Instagram are a great way to foster community engagement. Polls and quizzes allow your followers to share their opinions and see how they stack up to the rest of the community. They can also spark discussions in the comments section, giving you even more chances to interact with your followers and build your relationship with them. The more users interact with you, the greater their sense of belonging.
Branded Online Games
Gamifying specific elements of your jewelry store campaigns is an effective way to boost engagement in a fun way that keeps consumers coming back for more. This could look like something simple, such as a crossword puzzle or a game of memory using images of pieces in your collection. You could also create a quiz to tell consumers what type of jewelry or gem they are and why. Games are also an easy way to gather more information from consumers so you can reach them via other methods like SMS marketing. You can request their email to send their quiz results or a phone number to text them a discount code as a prize for winning.
User-Generated Content
Give your customers a voice by reposting and sharing content they’ve tagged you in. This could be photos of them wearing your jewelry in everyday life or videos they’ve created of themselves at special events. Sharing these user highlights is a great way to promote a sense of community online. Plus, it saves you time because that’s one fewer post you’ll need to create content for yourself.
Collaborations and Giveaways
Never underestimate the power of a good partnership. Teaming up with famous influencers or other brands can increase your reach and get your brand more exposure. You could do a giveaway or competition together encouraging your users to like, follow, share, and comment on the partner’s posts.
How do you market jewelry on social media?
Social media is a visual medium, which means your jewelry social media ads can be extremely effective when done correctly.
Start by identifying your audience and where they are most frequently. Are they young, single women in their 20s and 30s on Instagram? Or are they older businessmen in their 50s on LinkedIn? Understanding your target audience will help you determine which social media platform will be most likely to reach them and also help you craft messages that resonate with them.
Next, post a variety of content and do so frequently. On social media, the phrase “out of sight, out of mind” couldn’t be more true. Keep your audience’s attention by having new, fresh content for them to consume on a regular basis. Be sure to keep track of user engagement so you know what types of content perform the best.
Most importantly, make sure you have a good process in place for managing any potential leads that may come in as a result of your jewelry social media campaigns. Consider investing in your business’s future with Podium’s Jewelry Marketing & Reputation Management Software—an advanced tool that can help springboard your marketing efforts by automating current workflows so you can respond faster to potential leads.
Watch a demo today and learn more about how Podium can help improve your marketing efforts.
