Goals / KPIs.

This Mother’s Day Campaign was focused on driving conversation around Effy’s most important brand pillar, Family. When buying jewelry, it shouldn’t be looked at as simply a trinket but rather an heirloom that is passed down from generation to generation. So how do we remind people the importance of the meaning behind the pieces they hold dear?

• Drive traffic to the website from social media

• Increase awareness and drive conversation around brand pillar: Family

• Develop partnerships with 15 macroinfluencers

• Use content from the campaign across all digital

Strategy.

To start the conversation, I invited 15 macroinfluencers to partner with Effy. We drove the conversation by asking each person to share their personal experience with jewelry that was passed down from their parents. I gifted each influencer jewelry that was designed for them as well as their mothers and daughters which led to the generational ties. They shared their stories and asked their fans to share theirs as well.

Results.

• Beautiful photos taken by influencers were used across digital

• Traffic to the website increased by 45% over the month of May

• Mentions on social media increased by 100% as people shared their personal stories and tagged the brand