Portfolio: Gifts They’ll Love
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 finely tune the balance between the permanence and SEO friendliness of the site, we grew the audi- ence 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
