The case research delves into Swarovski’s Valentine’s day marketing campaign, involving an influencer outreach program on Instagram that engaged 12 influencers with 1.9 Million+ followers explaining how a model with premium providing leveraged the platform.
In 2020, Swarovski launched a 10-day lengthy marketing campaign on Instagram to advertise their Valentine’s Day assortment. The marketing campaign, Sparks of Love, meant to ascertain the gathering as the right present for the event whereas spreading the message of inclusivity of affection in all its varieties.
Swarovski is a premier jewelry and accent model run by the fifth technology of the household. Their tremendous craftsmanship, distinctive designs, and technological improvements have established the corporate as a worldwide model. Each product embodies its founder’s imaginative and prescient of making ‘ a diamond for everybody’ and carries the custom of delivering extraordinary on a regular basis kinds to discerning girls around the globe.
For his or her Valentine’s day assortment, the model added a up to date twist to timeless motifs of affection. With new shades of crystals, intertwined with combined metallic finishes, the gathering featured equipment in polished tones and crystal pavé embellishment.
The thought behind ‘Sparks of Love’, their Instagram marketing campaign, was pushed by the inclusivity of affection in all its varieties, whether or not it was between romantic companions, dad and mom, members of the family, or pals. It inspired the viewers to select from their vary of significant presents to specific their love. Working with macro-influencers and digital celebs, Swarovski was in a position to attain a bigger group of viewers in a extremely focused method.
Marketing campaign Aims
Utilizing macro-influencers and digital celebs on Instagram, Swarovski Valentine’s day marketing campaign aimed to create consciousness in regards to the model’s assortment as a quintessential present for Valentine’s day.
The marketing campaign meant to emphasise that love was current in all spheres of life. Instagram influencers created their content material involving folks they liked most: a romantic associate, a member of the family, or a buddy. To keep up model aesthetics, they had been requested to observe a color scheme as nicely.
Figuring out the fitting influencers was essential for the marketing campaign to carry out efficiently. Not solely had been they required to have an excellent following within the model’s required target market, however additionally they needed to be inventive sufficient to create wonderful content material to spice up consciousness in regards to the assortment.
In doing so, the posts needed to really feel very private and join with the viewers. Pastel purple & blue and beige-pink & blue had been the chosen color schemes for the marketing campaign.
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With ‘Sparks of Love’, Swarovski wished to provoke a optimistic message and the enjoyment of celebrating the day of affection with loved-ones. They aimed to strengthen the sentiment of affection and its inclusivity. The shortlisted influencers paired with companions of their alternative – romantic companions, household, or pals – and ideated their photoshoot to align with the marketing campaign’s purpose. Some selected to do the shoot alone to represent self-love.
As an illustration, Sakshi of StyleMeUpWithSakshi shared that she celebrated the big day along with her dad and mom and her Swarovski was a present for them.
In the same marketing campaign performed throughout Christmas 201, content material creator Viraj Ghelani posed with a Swarovski and his caption steered it to be a present for his mom and influencer, Kristi Vij emphasised self-love in her Christmas put up for the marketing campaign.
#Swarovski #SparkDelight had been the required hashtags for use whereas posting the content material. The content material was amplified on social media.
- The Instagram marketing campaign engaged 12 influencers with a complete of 1.9 Million+ followers.
- Collectively, they created 24 distinctive items of content material that reached 2.1 Million+ customers on Instagram.
- A mixed 313K+ followers engaged on the posts at an engagement price of 16%.
- A cumulative 10K+ customers saved the content material.