Betsy & Iya

The challenge…

• Concept and execute a holiday campaign to support the fine jewelry price point

• Hone the look and feel of the brand across product and lifestyle photography

• Launch a new product line

• Develop content informed by target consumer insights and business goals

• Consult on marketing department needs and resources to make hiring recommendations

The holiday campaign…

We conceptualized gift guides and produced images for five different personas based upon consumer insights and the brand’s desire to increase awareness and drive sales within the fine jewelry category.

Content that tells a story …

We conceptualized a content strategy for social media to help achieve business goals, hone the brand's look and feel across product and lifestyle photography, and incorporate user-generated content.

Channels: Instagram, Pinterest, and Blog

Media: Image carousels and travel diaries

Storytelling: Packing must-have jewelry items for traveling in every season - told from the customer’s perspective.

Strategy: We shot these flatlays to accompany user-generated photos and add layers to the storytelling arch. Focusing on real customer experiences (by asking customers to submit their travel photos and list their favorite B&I pieces to bring on their travels) stays true to the brand, while the addition of styled photos elevates the storytelling.

Content Strategy - Target Audience Representation

Planning the launch of a new product line presented the opportunity to develop content informed by target consumer insights and business goals. After speaking in-depth with the retail manager and marketing team and reviewing customer surveys, a common theme emerged: the highest-spending demographic (women over the age of 40) was under-represented in the brand's marketing and editorial content. To address this insight, I reached out to Lou Featherstone, a forty-nine-year-old sustainable fashion activist, stylist, and micro-influencer.

The impact…

Lou styled the jewelry using pieces from her closet and provided recommendations for pairing each item with an outfit. We shot various dynamic images and created gifs and stills for the website, email newsletters, and social media content. I suggested a targeted hashtag strategy to raise brand awareness within the over-forty demographic. And Lou posted the content to her social channels, extending the brand's reach to her audience. The campaign was well-received, and customers responded positively to this partnership.

The deliverables…

Styled Photography, Digital Marketing Strategy and Content, Social Media Ads in partnership with Logical Positioning, Influencer Partnership, Editorial Content, Marketing Budgets, and Job Descriptions.

The team…

Rebecca Micciche: Strategist + Creative Director + Consultant
Andrew Vanasse: Photographer + Art Director