Challenge:
Help launch an online promotional campaign for the Zales Signature
Diamond and drive increased website traffic.
The Zales campaign exemplifies a true integration of existing traditional
media channels with innovative, interactive branding. It's meat and
potatoes meets South Beach. The Fire and Brilliance campaign highlighted
the distinct physical and emotional aesthetics of the Zales Signature
Diamond in a spectacular, exclusive online event. At the end of the
day, we all celebrated a 14% increase-from 2% to 16%--internal open
rate. What we in the industry call a "dramatic lift". Factors considered:
Despite having an internal audience, Zales' online marketing campaigns
suffered dramatically low open rates. Those campaigns consisted of blanketed
promotional emails and were not consciously tied to their offline efforts.
Our challenge was to educate Zales customers about diamonds, inspire
renewed brand loyalty and stimulate purchases. The key factor was Zales'
status as an established brand, which provided a solid foundation on
which to build.
Our solution:
Conduct an audit of Zales email marketing campaigns, taking into consideration:
subject lines, primary offers and execution. Perform audience profile,
assess and incorporate previous on and offline marketing successes to
create a fresh, yet authentic Zales message.
