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THE TOP LUXURY JEWELRY ADS OF THE SEASON | December 14, 2011 (0 comments)
Merrick, NY—Which luxury jewelry companies had the best holiday advertising campaigns this year? While such a question can be highly subjective, this article in Luxury Daily highlights five it thinks are worthy of recognition. Of particular note in all these campaigns is a multichannel platform. Luxury Daily’s editors say a 360-degree plan of attack is necessary to break through the onslaught of holiday advertising and capture the attention of affluent consumers. These five, in alphabetical order, do it best, says the site:
1) Cartier’s Winter Tale, starring its famous leopard mascot, left. The online portion of the campaign takes consumers to a video of the cat strolling through a winter wonderland of snow, ice, and sparkling jewelry and watches. The campaign is directly linked to Cartier’s website with e-commerce capability and is augmented by print ads in affluent-targeted publications such as W, Vogue, and The New York Times.
2) David Yurman’s Art of Giving campaign offers e-commerce options, including a Christmas countdown and gift guide highlighting a different product every day. It’s supported by print in upscale publications, multiple social media posts including a daily product blast.
3) De Beers’ “A Diamond is Forever.” Not to be confused with Forevermark advertising, these ads strictly support De Beers’ own retail jewelry collection with a multichannel platform including online (e-commerce enabled), social media, and print. The De Beers website has a gift finder that sorts gifts into ideas for a specific person, while the print ads feature exclusive product in snow-themed photos.
4) Swarovski Elements’ “Let it Sparkle” campaign brings together augmented reality, mobile, social media and web marketing, says Luxury Daily. The brand constructed an installation on Rodeo Drive on which consumers can tweet their own holiday messages using hashtag #letitsparkle, or they can text SPARKLE to 877877. Shoppers on Rodeo Drive can use an augmented reality app on their smartphones, while non-Angelenos are engaged with an interactive social media presence and live feed of the messages.
5) Tiffany & Co’s holiday 2011 campaign is titled “Some Holidays Are Unforgettable,” and it incorporates a branded video of Nat King Cole singing while a romantic couple in evening clothes frolics in the snow in New York (sans coats, something natives would not do!). The jeweler’s holiday campaign also includes the famous “Blue Book” direct mail catalog, plus mobile-optimized banner ads on Internet music service Pandora.
Separately, Luxury Daily also reports famed Russian jeweler Faberge is about to launch a multichannel ad campaign (print and digital) as it seeks to reassert itself among global luxury jewelers.
A Faberge diamond and ruby egg pendant.
The brand that started as jeweler to the Tsars was for years passed from owner to owner like a hot potato—even gracing pints of mass-market shampoo while under the ownership of consumer products giant Unilever. But after more than 50 years and a series of lengthy legal battles, the brand in October 2007 was re-united with the Faberge family (the great-grandchildren of founder Peter Carl Fabege), and now seeks to return to its tony roots, albeit putting those roots down in another country. The jeweler recently opened a boutique in London’s Mayfair section and also is carried by Harrod’s department store. It will open its first U.S. boutique on Madison Avenue in New York in spring 2012.
The brand’s advertising—launched in December in upscale publications such as W and Vogue—is focusing on its high jewelry collections, as well as egg pendants and two other collections. But in a bow to its roots, the ads feature Russian-Lithuanian model Bee Gee.
Faberge's new campaign features a Russian/Lithuanian model and some of its high jewelry.
Meanwhile, the jewelry industry as a whole has been wondering what will become of diamonds now that De Beers has dropped its beacon advertising to focus on its own brands.
As the saying goes, nature abhors a vacuum, and so, it seems, does Sterling. Television ads for its mass-market Kay brand and its up-market Jared brand are almost ubiquitous enough that at least on TV, De Beers might not be missed. Kay’s holiday season ad offerings include its Leo Diamond, its Jane Seymour Open Hearts collection, and its Neil Lane bridal collection, along with its regular host of family and love-themed image advertising and signature “Every Kiss Begins With Kay” jingle. Jared, meanwhile, is featuring LeVian chocolate diamonds and Pandora among its TV rotation, which also includes a humorous riff on a GPS that’s taken over and steers its owner’s car to the store.
Sterling's mid-market division Kay introduced an exclusive Neil Lane bridal collection that is being advertised heavily this holiday season. This 14k gold, 0.75 ct. t.w. ring retails for $2,299.
Zales has stepped up its TV presence, though to this editor’s observation it seems to be about a one-to-three or one-to-four ratio when compared to the frequency of Kay and Jared’s combined efforts. Zales’ series includes spots like “The Falling Even Deeper Store” and a group of similar spots. Those and its Vera Wang Love bridal collection all are in the rotation.
Finally, below, here’s a quick spot-check look at what a few leading independent prestige jewelers are posting on Facebook during the holiday season:
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