strategic planning, branding, creative development, interactive development, media planning, promotion, digital and social media
Benold’s and Austin have been partners for almost a Century. But it’s more than a relationship of convenience. Rather, it’s a partnership filled with love and loyalty. Benold’s is known for its fine bridal and fashion jewelry – and its keen eye for Austin’s unique style sensibility. No wonder they are one of Austin’s iconic retailers. From engagements to milestones and golden anniversaries, Benold’s Jewelers has been Austin’s homegrown destination for exquisite fine jewelry for decades.
Benold’s came to White Hat to reinforce its existing relationships and to forge new ones.
As Austin evolves and grows (8th fastest growing metropolis in the U.S.), Benold’s wants to dip its toes into the dating pool and bring in exciting, fresh faces through their welcoming doors. The owners want to capitalize on their successful relationship building (since 1929) and the deep ties they have within the Austin community – to increase the ranks of happy Benold’s customers.
Create a campaign that speaks to Millennial prospects while acknowledging Benold’s deep ties to Austin and to its loyal customers…all in an Austin state of mind.
Research uncovered two key insights. Austin Millennials (native or transplant) love local businesses. The Millennial bride is acutely aware of all things wedding and jewelry, and therefore, is pivotal in influencing the type of ring and the jeweler where it is purchased.
The strategy is to target female Millennials with an overheard message. Executions address Austin (itself) espousing the jeweler’s longtime affair with its birthplace. “Dearest Austin” makes the connection between Benold’s and its hometown in a series of love letters…for longer than the Broken Spoke and Willie Nelson have been serving up music.
Reach Millennials where they live – with messaging the resonates – and drive them to their preferred shopping environment, online.
Austin’s devoted jeweler for those devoted to Austin. Outdoor, online and social media blanketed Austin’s hipster population, their favorite neighborhoods and commercial centers. Though highly conceptual, the “Dearest Austin” ads not only reached…but hit home with Millennials. Benold’s experienced a 150% increase in online bridal activity, among the desired Millennial target.
(This case is living proof that doing your due diligence on your “intended” is critical. The invaluable research insights were a direct result of our client’s dedication to the brand development process.)