This post was originally posted on the Prohibition blog but I felt it would be useful to share this on my own blog too.
So a couple of weeks ago all of the chatter online (apart from Brexit) was all about the latest John Lewis advert and a little boy called Reg buying a new piano. I don’t think they sell Pianos but I liked it, all the same, despite it being a very different approach for them this year.
So this week we are delighted to reveal our own video-led Christmas campaign for our client and leading high-street jeweller Goldsmiths. The campaign showcases the brand’s new ‘Christmas Gift Collection’ aimed at providing present inspiration both in-store and online from just £20.
Following on from our bridal video campaign earlier this year which saw us team up with leading fashion influencers Lorna Luxe, Peony Lim and 5 Inch and Up, the 2018 Christmas campaign was filmed in a variety of locations and tells three emotive gift-giving stories running up to the festive season.
The video content, which features ‘Secret Santa’, ‘Mummy’s Present’ and a ‘Festive Proposal’ have already amassed more than 1 million combined video views at the time of writing.
Video has led our content marketing strategy for Goldsmiths campaigns throughout 2018 – it has proven to be fundamental in helping to inspire buying decisions and drive conversions with the brand’s core demographic. The Christmas gifting offer from Goldsmiths is incredibly strong this year and my team has worked collaboratively with the client to deliver some fascinating stories that should help make the viewer feel the emotion and thought process given to each individual gift. Our campaign is supported by product-led edits to help drive web traffic to the online store and ultimately deliver sales at one of the most important times of the year.
As well as being used across digital and social content throughout the festive period, the video will feature heavily in window displays across the brands’ 120 stores throughout December and appear as part of the brands’ Christmas gifting hub on their website.
We are also running a cohesive media relations programme to place some of the finest jewellery pieces from the Christmas Gift Collection into gift guides from media titles across the country.
Chris Norton is the founder of Prohibition and an award winning communications consultant with more than twenty years’ experience. He was a lecturer at Leeds Beckett University and has had a varied PR career having worked both in-house and in a number of large consultancies. He is an Integrated PR and social media blogger and writes on a wide variety of blogs across a huge amount of topics from digital marketing, social media marketing right through to technology and crisis management.
