When it comes to jewelry marketing, our readers had very definitive views on what they liked, and why, especially when the industry needs all the help it can get in the current challenging diamond environment.
We asked you to pick your favorite among seven holiday ads from high-profile companies and to let us know why you thought it was so great, and we had a wide range of responses. But which campaigns appealed? And is this indicative of what jewelers want to see in major diamond-marketing campaigns in the future?
Two companies tied for the top spot. The first was Tiffany & Co.’s “With Love” campaign starring Anya Taylor Joy, which received 33% of your votes. Overall, respondents thought it was classy, glamorous, and elegant, and it portrayed the prestige and preciousness of diamonds.
“Anya’s elegance shines through,” one said. “Loved the close-ups of the jewelry; it’s hypnotizing.”
Another found it soothing, noting that it highlighted the jewelry and acknowledged different kinds of love in relatively quick succession. “It mentions all the necessary keywords without making it feel too forced,” they explained.
“I thought this one showcased the jewelry nicely,” a respondent noted. “It reminds me of a lot of old-school campaigns that star some Hollywood ‘it’ girl who is dripping in luxury jewelry.”
You can watch the full Tiffany & Co. ad here.
De Beers also got a shout-out for its “Worth the Wait” campaign, which one-third of readers liked best. Those surveyed thought it had the best narrative and was very intuitive and well targeted.
“Both the concept and the targeting are clear; shooting and quality are great — it’s very cinematic, and they talk about love and not about marriage, which basically means they are prone to challenge their own core values as a brand, targeting new audiences and adapting to changes in consumer preference,” a respondent said.
A second found “it tells a story I really connect with; hits right at the emotions.”
You can watch the full De Beers ad here.
Swarovski’s “The Party of Dreams” with Ariana Grande swiped the next spot, the choice of 13% of our readers. Those who picked it felt it was colorful, fun, and diverse, and had good music and Ariana Grande.
“It doesn’t just showcase the jewelry, but makes it glamorous and desirable, and has the name of the company just quietly there the whole time,” a reader noted.
You can watch the full Swarovski ad here.
Zales garnered 11% of the vote, with readers saying it was more believable and got to the point, while Ritani’s “Let’s Be Real” raked in 9%, also because it was quick to state what it was for.
You can watch the full Zales ad here.
And the full Ritani ad here.
Not as popular with the audience was Banter by Piercing Pagoda, a Signet banner, which received no votes, and Kay Jewelers’ “It’s Time” starring Mariah Carey, which drew 2% of votes. Feedback on Kay ran the gamut from the simple “honestly, I just didn’t like it” to “everything just feels forced and mediocre,” and “they’re still using Mariah’s song from 30 years ago.”
One commentor took it even further, noting it was not just one thing, but the entire campaign that made it their least favorite:
“It was absolutely the worst,” they said. “No message, no branding, and the clip production also feels off. I can’t figure out how they thought it was a good idea to take the Adams Family and that annoying snowman from Frozen and mash them together with Mariah Carey, who looks like she did this during her lunch break.”
You can watch the full Banter ad here.
And the full Kay Jewelers ad here
Image: A jewelry-store display. (Shutterstock)
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