How can a luxury brand make branded entertainment enhance the coolness of its brand across communication channels? This case study from Moxie, Swarosvki and Brisa Roché looks at how the ‘Kingdom of Jewels’ digital campaign helped launch a new collection.
Brand: Swarovski | Sector: Luxury | Country: Global | Partner/agency: Moxie | Objective: brand awareness, consideration and purchase | Format: Social media, Video
Swarovski’s “Kingdom of Jewels” employed local trendsetters and lifestyle bloggers to write articles for Swarovski’s “city guide” in different countries. The themes are all about local culture, music, fashion, and nightlife. People who enjoy this kind of lifestyle can really appreciate luxury fashion brands, and these brands can also add value by adding lifestyle elements into the brand’s spirit.
In Swarovski’s registered community, Crystal Society, offered exclusive online content, giving members access to exclusive content and small gifts.
The community also let consumers purchase exclusive products, only seen in specialty stores and media. In 2012, Swarovski had two exclusive models, SCS Watch Piazza grande Quartz and SCS Watch Piazza, available to its members.
The campaign also combined online with offline activity. After generating success in online campaigns, some brands have merged online promotion and education with offline activities. During “Kingdom of Jewels”, Swarovski posted all submitted “city guides” on a microsite.
But only 100 in-store visitors in each city could get a “Jewel” named after the city and a code for browsing exclusive content on the microsite. Using this activity as a case study, we can see how a jewelry brand forges the connections between online/offline activity, as well as the exclusivity/equality of the consumer experience.
Watch this video case study looking at the campaign below:
