Long’s Jewelers is a family-owned and operated full-service jeweler, with six stores located throughout Massachusetts and New Hampshire. New England’s love affair with Long’s began in 1878 when Thomas Long, a Massachusetts native, opened his Boston-based jewelry business. Since then, Long’s has become a mainstay of Boston’s luxury jewelry and timepiece market.
Naturally, all of us at Long’s are suckers for a good love story. After all, we’ve been cheering on couples in love through every milestone for more than a century. From dating to “I do” and all of the moments worth celebrating thereafter, believing in love and life well-lived is simply what we’re all about.
In 2023, Long’s established a newly defined marketing arm of the organization focused on becoming digitally native, with a unified and impactful message meant to engage existing and new customers. As part of this initiative, we developed a new campaign intended to serve as the pinnacle expression of the brand. The result: LONG live LOVE – a rich, video-first, integrated campaign that we believe will serve our brand, our customers, and our community for years to come.
Our goals:
1. Our campaign concept – LONG live LOVE – resonated from the moment we heard it; on our mission to create something ownable within our regional market, the eponymous headline felt distinct and uniquely ours. The campaign headline became an impactful tool to customize and curate the experience for the viewer. It allowed us to reinforce the celebration of all that love can mean and all that a good jeweler can bring to the equation, across moments of connection and valued product attributes. This convention has created legs to extend beyond engagement for the brand.
2. From a video creation and production standpoint, pacing and energy was key to LONG live LOVE. The videos featured three authentic couples, chosen for their ability to relate to our target customers. Rejecting elements often found in traditional engagement campaigns, which can be slow-paced, cloying, and centered on telling a full story, our goal was to engage today’s digital native through fast-paced, energetic video clips that offer a glimpse into real moments shared between real couples. (That’s right; everyone in our campaign was either married or in a committed relationship!)
Highly distinct choices made in the way we executed color edits also set our campaign apart. Rather than a singular visual point of view, each video flows seemlessly between lifestyle shots (featured in black and white) and product shots (which come to life in dreamy, colorful tones), enabling us to physically and metaphorically bring each beautiful and expertly crafted engagement ring to life.
3. We also revisited the brand identity, expanding and elevating the visual vocabulary for Long's. We refined the logo, identified brand colors, introduced a new font library and created visual tools to further elevate our storytelling.
4. We launched an integrated marketing campaign intended to win the hearts of New England engagement customers, with a focus on the engagement category to start. Knowing the importance of digital formats among this customer base, we focused our campaign around a series of short and long form video content tailored to individual channel placements and customer profiles. We followed the video release with a variety of display, print, and OOH executions, turning the lights on for the brand in the regional market.
Key initiatives include:
Video:
Social:
Display
Out of Home:
Print:
Email + Website
August - December 2023:
