Classic midwestern jeweler needed youthful sparkle
Rogers & Hollands wanted to build a strong relationship with a new, soon-to-be engaged audience currently unfamiliar with the brand. They were doing much of their marketing themselves, and had seen no growth in sales. To increase awareness in the crowded mall jeweler landscape, MSI needed to give the young and in love a reason to connect and new ways to engage.
The Online Gift Guide significantly increased Rogers & Hollands online presence and market share.
In-store marketing changed monthly to emphasize birthstones.
Magazine advertisements placed in select magazines increased clout and awareness.
Radio ads pushed added emotional narrative to the campaign.
Billboards increased the scope of awareness near regional malls.
In-house displays familiarized employees with the new branding campaign.
Updated catalogs gave the brand a clean, new look.
Targeted mall advertising appealed to three core markets: fashion, wedding, and gift jewelry.
Rogers & Hollands Pinterest Sweepstakes garnered over 52,000 entries.
Rogers & Hollands Facebook fanbase increased by over 600% after MSI’s renovations.
Valentine’s Day Romantic Giveaways kept our online community engaged while increasing followers.
The Rogers & Hollands Bridal Book offered a high-fashion alternative to the standard catalog.
Engaging a new audience headed down the aisle
To give Rogers & Hollands a new identity, MSI created the “&” integrated branding campaign. In-store and direct mail promotions, as well as high-end catalogs, radio advertisements and a year-long calendar of events all combined into a strong promotional voice for the brand. MSI also launched a multi-pronged social media effort as well, including a Valentine’s Day & Romantic Giveaways Sweepstakes on Facebook, a My Dream Wedding Sweepstakes on Pinterest, and targeted promotional emails.
Six months after the campaign launched, Rogers & Hollands ranked #1 in sales among mall jewelers, including Zales and Kays.
Rogers & Hollands gained over 26,000 new Facebook fans!
Peak sweepstakes participation coincided with theKnot.com email campaigns.
Rogers & Hollands enjoyed an 85% conversion rate from clicks to fans on Facebook.