Due to the success of our launch work for the client, we were retained on a long-term basis to devise and deliver their on-going marketing strategy & campaigns. Our first Carl Christopher project post launch was to produce a fully integrated Christmas campaign.
Our brief was to raise awareness of the store and their jewellery offerings for Christmas gift buying. A special theme and tagline were devised of ‘Tis the season to sparkle around which all the marketing activities were keyed into. This involved designing Christmas themed imagery to tie the tagline into their logo and branding that would work across the many and varied sized customer touchpoints online and offline.
A Christmas brochure was designed and printed including the commissioning of new 18ct jewellery photography which also included us shooting and retouching the individual pieces. We also integrated their other branded jewellery into the Christmas brochure stocking fillers section. The brochure was also used as a direct mail piece and delivered to over 10,000 local targeted addresses by our specialist leaflet team and Royal Mail.
A four-week local advertising campaign was also devised with ad design and artwork produced in house. This was delivered throughout December via a digital bus stop billboard in Lytham which was targeted at local shoppers and footfall. This resulted in over 25,000 unique ad impressions.
We also embarked on an online social media Christmas campaign which included all copywriting and the design and rollout of social posts and content to an agreed marketing plan. At the same time a customer Christmas competition giveaway was devised and rolled out via social channels and in store to increase engagement, awareness and increase followers. An in-store customer competition flyer was also designed and printed to be distributed to customers.
We also designed and produced a range of bespoke Christmas themed marketing content for their digital window screens to be played to passing footfall. These ranged from bespoke Carl Christopher Christmas sequences to branded Christmas themed jewellery videos sourced and supplied plus accompanying messaging. In addition, we designed and produced a large static window graphic which again keyed into the established Christmas campaign theme and messaging.
The campaign generated increased awareness of the client locally as well increased footfall into the store. Social engagement and followers also increased. This resulted in increased sales and a great return on their marketing investment spend.
‘Tis the season to sparkle!