Breathing new life into South Africa’s bridal jewellery market
Sterns, one of the largest jewellery retailers in South Africa, tasked us with setting the brand apart in the extremely competitive bridal market. With a large and loyal following, the brand wanted a fresh and innovative strategy to capture the imaginations of a new and younger audience.
We devised a year-long, multichannel campaign, ‘12 rings, 12 designers, 12 dresses’ – exploring the world of jewellery from the new perspective of bridal-wear design.
The content stream follows the stories of 12 of the nation’s most respected fashion and bridal designers as they select one ring from the Sterns’ collections to inspire a new wedding dress.
The final dresses and jewellery were then showcased at Mercedes-Benz Fashion Week Johannesburg, pulling in a young and fashion-conscious audience through a mix of social media, live events, video, print and online content.
The campaign engaged audiences through a dedicated hub on the Sterns site, which offers up informative bridal content across trends, tips and traditions alongside in-depth interviews with each designer. We upload new content every month to create an episodic impression and encourage returning visitors.
Teaser social media content helped to create a hype around Fashion Week by hinting at which designers would be included, while competitions for tickets ran both online and in print across South Africa. Behind-the-scenes footage offered original content that was used throughout the campaign in print, online and on social media.
‘Bridal is a key strategic pillar and at the forefront of what the Sterns brand stands for. The Sterns Bridal Showcase was born out of this premise - a unique campaign to join our brand to the heart of bridal. Choosing a diamond ring is a special occasion for any bride. It holds the promise of joy and love, wrapped up into a beautifully designed piece celebrated for years to come. Your ring is as unique as you are. The Sterns Bridal Showcase created the platform to unite the splendour of the diamond ring and bridal design. A perfect marriage.’
The Bridal Showcase at Fashion Week drew a highly engaged audience who shared content from the event on their own social channels.
The campaign saw a noticeable uplift in social engagement across Facebook and Instagram in the lead up to and during the event.
by the campaign through Facebook between July and September 2016
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