To generate awareness of Jared® The Galleria Of Jewelry around the summer Bridal time period, the brand engaged with influencers in Wedding and Lifestyle categories to produce and syndicate high-quality content that showcased the brand's bridal collection and a consumer's overall bridal experience at Jared® The Galleria Of Jewelry,Focusing on past, present, and future brides, influencers were commissioned to produce original content that would engage consumers across different stages of the bridal journey from those pre-engagement to those who may be married and celebrating big milestone anniversaries.
The outcome? A high amount of high quality content on influencer sites, but so much more. Using our unique "Carusele" model, we also syndicated this content in all the areas in which brides are actively engaging: Pinterest, Blogs, Twitter, Instagram, and Facebook. This generated over 93 million impressions, nearly 100k engagements, and nearly 9k pieces of indexed content on Google.
We were able to complement the product shots housed at Jared.com with more emotional content housed where people look to discover new products and where people look for inspiration around engagement, wedding and anniversaries. What normal ad gets 70,000 pins to Pinterest? None. But this program did, for just one of the pieces of content.
Content marketing and influencer marketing are not new, and brands have been using influencers to produce content for a number of years now. However, this campaign leveraged an innovative model of working with influencers we call "Carusele" – a model of outreach designed to generate higher quality content and then ensure that content is visible in the areas the target audience is most active.For the BRIDEnBEYOND campaign, multiple types and tiers of influencers had a role in generating and syndicating content. Around 10 key influencers were focused around producing high quality content across a number of months where the bridal jewelry from Jared the Galleria of Jewelry was naturally integrated into their content. This resulted in posts like, "What is your Ring Style" that resonated with the target audience and received over 70k shares from the post to Pinterest.
A major flaw in most influencer campaigns is that once content is shared by an influencer the reach of the content stops there. With this campaign, we organized different influencers to syndicate this original content across their platforms via their social channels, media partner sites, and content discovery platforms. This helped the content reach more channels and receive more overall engagement than if the content lived only on the channel it was created on. The result of Carusele programs like this is that the brand gets Content Everywhere™. This is increasingly important as consumers use search engines less and social media more.
Overall the campaign exceeded goals by 363%.