Campaign Concept | Creative Direction | Art Direction | Digital
The Challenge
Goldsmiths had strong awareness but struggled to stand out in a category where jewellers were perceived as much the same. The challenge was to turn awareness into consideration and purchase, strengthen loyalty and bring the quality of the in-store experience into a more consistent multichannel customer journey.
The Approach
I started with the audience and the commercial problem, using customer and market insight to shape the creative response. The opportunity was to move beyond simply showcasing jewellery and create a more distinctive Goldsmiths experience around how buying, owning and giving jewellery makes people feel.
I developed an adaptable campaign system around emotive messaging, premium imagery and a stronger Goldsmiths presence, designed to work across the trading calendar and across digital and physical touchpoints.
I developed an adaptable campaign system around emotive messaging, premium imagery and a stronger Goldsmiths presence, designed to work across the trading calendar and across digital and physical touchpoints.
The thinking went beyond the campaign itself. The pitch explored the wider customer journey, including better product discovery and comparison, wish lists and viewing appointments, richer product information, customer dialogue, personalisation, relevant content and ways to connect online consideration with the in-store experience.
The Outcome
The result was a proposed multichannel creative and customer-experience platform designed around Goldsmiths' stated objective of driving consideration and conversion, connecting campaign, ecommerce, email, mobile, display, social and in-store communications around a more consistent brand experience.
The strongest campaigns don't just show the product. They give people a reason to want it.
