CHALLENGE:
High-street staple H.Samuel were on a mission to reach a NEW Gen-Z customer and future proof its fan base. With a re-brand in place and ready to communicate, how could we help the jeweller be seen as relevant to this younger consumer in a crowded and competitive space?
RESPONSE:
Aligning to the new brand value proposition, we created a trend focused campaign that brought together a collective of aspirational, fashion first influencers who could elevate the style credentials of the jeweller, creating content wearing the brand’s most covetable pieces and inspiring their audience to discover their own #HSStyle. The content ran across all touchpoints including web, store and social to create a 360 impact that could help to convert opinion and shift perception.
Underpinned with an organic seeding strategy that helped to cultivate a community of style savvy advocates who could shout about H.Samuel’s new trend credentials.