“What Words Can’t Say”

In the face of diminishing brand equity after some crises, the social media team was challenged to create a video that would re-engage customers, drive positive sentiment, and celebrate the brand’s 100th Anniversary in a manner that didn’t seem self-serving.

This video was developed to highlight the brand soul and celebrate the people who had made us successful for so many years – our customers. It was the first time the brand featured real people (vs. models or actors) in its marketing/advertising – a pivotal moment for the brand, which now regularly features real people across channels (TV/linear, catalog, website, etc. – generally sourced through social media).

The video generated 11.7 million impressions, over 4.6+ million video views, and nearly 200,000 engagements. Further, it drove strong ad recall and favorability, but more importantly, it drove significant search traffic – accordingly to Google, an exceptional 30% relative search life overall, with some terms off the charts, including “Kay Jewelers” at 84% and “Kay.com” at 83% lifts. Fun fact – people have spent over 9 years worth of time watching this video! 

The video was also recognized organically by a top jewelry trade media as the #1 Jewelry Promotion of the Year. Read the Article Here