Next in line in our series about excellent influencer campaigns from various business industries is jewelry brands. Now, to sell jewelry, you really need to get as creative as the pieces you are selling, and these examples prove the point. And if jewelry isn’t what your brand sells, you can still use these ideas as your own. From collaborations with computer-generated fashion icons to using the power of Pinterest, these brands are definitely doing social media just right!
David Yurman
The brand definitely knows the game of social media influencer marketing. For years they’ve been developing partnerships with influencers and leveraging their power to gain new followers and customers. However, their choice of who to work with isn’t the tiniest bit random! David Yurman always chooses influencers who represent their brand image and have followers whose interests match the brand’s target audiences. This way, the influencers show younger audiences how David Yurman jewelry pieces could be worn and styled.
In addition to influencer collaborations, David Yurman also partnered with Elle magazine for a Facebook Livestream a couple of years ago. This way, the brand used the potential to translate its message to almost 5 million of the magazine’s followers. However, they understood the power play here and asked two Instagram influencers – Erica Hoida and Lucy Hernandez – to be the hosts of the Livestream, which also added in about a million additional followers.
So, downsizing isn’t these guys’ strategy, and it seems to be working well for them.
Swarovski
Let’s go back to 2020 and the height of the Coronavirus lockdown. Pretty bleak times, right? Swarovski knew the situation and decided to make those times at least a tiny bit happier for their customers. Thus, they’ve launched their #MySparkDelight campaign on Twitter, inviting their followers to share photos of someone or something that is their ‘sparkling delight.’ Not only did this campaign inspire people to cherish the little things that make them happy during tough times, but it also pointed to their competitive side. See, Swarovski crowned a winner each and gifted them with a £50 coupon.
It was truly an awesome idea from Swarovski! This way, the brand gave its followers something beautiful and happy to concentrate on during tough times, thus becoming the center of the conversation. This, of course, led to brand awareness spread and gained loyalty from already existing followers.
Bulgari
Although Bulgari did many great things considering influencer marketing over the years, one of the biggest lessons to take away from them is adapting global campaigns to local markets. Sounds pretty obvious, but this feat is nevertheless often overlooked.
So, how does Bulgari do it? Simple enough – they pick several influencers from each of their markets, who then create content that’s relatable to the local public. Take, for instance, Bulgari’s choice of three major US fashion influencers who took part in a Roman holiday and shared their experience with followers.
Or, take a peek at their stunning campaign directed at the Arab market, for which Bulgari also chose three local influencers:
Bulgari’s campaigns always carry that distinctive brand image and are often paired with campaign hashtags. This way, they aren’t only keeping it consistent but also incentivizing followers to create their own content.
Buccellati
Here’s another high-end jewelry brand showing us how it’s done on social media. Their latest choice of influencer, though, was truly unexpected. Meet Noonoouri, a virtual influencer with almost a million influencers on Instagram.
Buccellati’s unusual choice of the creator was actually a very thought-through pick. The brand knew younger audiences find computer-generated fashion icons just as influential as real ones. Moreover, Noonoouri is known for high-end fashion, so she was the perfect pick for their campaign.
Of course, computer-generated influencers aren’t the only ones the brand is collaborating with, as they also work with various style icons and fashion stars. This way, they manage to keep a nice balance of traditional and forward-thinking.
Damiani
Damiani’s social media content is not one to be missed. All of their content pieces are gorgeous and often tick all the boxes of turning followers into customers. However, Damiani knows full well that maintaining a presence on social media isn’t enough, so they often participate in prestigious events. Take, for instance, their exhibition in Milan’s Palazzo Reale, where they hosted an exclusive dinner party for all of the fashion’s most famous. Their guest list, of course, was accentuated by fashion influencers, who created a whole lot of buzz just with their presence. Damiani seized that by asking the event attendees to post as many pictures from the dinner party as they wanted, creating a slew of gorgeous user-generated content.
Mejuri
Now, there’s a brand that took its chance at being a trailblazer. And wouldn’t you know it – it meant success.
Mejuri has a team of ambassadors called #TheFineCrew who help create content with the brand’s beautiful jewelry pieces. Then, the content is repurposed into Pinterest boards targeted at people looking for similar aesthetics. Of course, each Pin has a link to the jewelry piece captured in the photo, which drives Pinterest users to Mejuri’s website.
And they are clearly doing it right! Mejuri is earning around 10 million monthly views on its Pinterest boards, with 47,000 people following its page.
Van Cleef & Arpel
Okay, so their marketing strategy doesn’t necessarily include influencers, but they are still a wonderful example of how a coherent story captures the attention of potential customers.
Van Cleef & Arpel is a French jewelry Maison known for their artistry and centuries-old traditions. However, that doesn’t mean that their marketing looks stuffy and old-fashioned! In fact, Van Cleef & Arpel dedicate a new topic for each collection and change their digital boutique’s look accordingly. Usually, they do it by picking some fantastical story and giving an interactive experience for anyone visiting their page.
To make it all coherent, they also include parts of the story in their content on social media, often elevated by stunning animations. So, the part to take from their social media marketing is storytelling and coherency, which is also totally doable by collaborating with influencers.
All of the social media campaigns mentioned in this article are vastly different at a glance. However, if you’d look deeper, they all share the same essential qualities – they are handcrafted to appeal to the brands’ target audiences, are inspiring and inviting. In fact, every influencer campaign should carry these qualities, no matter what goods or services they endorse!
So, hopefully, you found your inspiration for the next influencer campaign you are planning and if you need a trustworthy partner in running in – write us a message.
