5 Stellar Examples of Successful Jewelry Digital Campaigns

The most successful jewelry digital campaigns are those that embody luxury, tell brand stories, and create a deep connection with customers. But for the world’s most prestigious luxury jewelry brands, there’s an added challenge: how to craft a digital strategy that respects the brand’s heritage while at the same time appealing to new generations of young consumers.

Here we’ll take a look at how five luxury fine jewelry houses are creating emotive, engaging, and buzz-worthy digital campaigns to win over audiences globally.

In this article you’ll learn…

David Yurman is a brand that understands how to market jewelry online using social media. 

For a number of years the brand has been collaborating with popular Instagram influencers — like the bloggers behind Wendy’s Lookbook, Brooklyn Blonde and Atlantic-Pacific — to generate content across the blogosphere and social media. David Yurman also uses Instagram’s social shopping feature to drive sales from directly within the app.

Link in profile! http://liketk.it/2tIDV #liketkit @liketoknow.it #davidyurman #pleated #emerald #holidaystyle

A post shared by Blair Eadie / Atlantic-Pacific (@blaireadiebee) on Dec 4, 2017 at 7:29am PST

In 2017 the brand partnered with Elle for the magazine’s first ever branded Facebook livestream. The partnership not only allowed them to reach Elle’s audience of 4.7 million Facebook followers in addition to their own, it also drew on the star power of two Instagram influencer hosts, Erica Hoida and Lucy Hernandez, who had a combined following of more than 880,000 at the time.

{new outfit post} styling some seriously stunning silver jewelry with @DavidYurman. See what makes these pieces so special on FashionedChic.com! (Direct link in bio) #DavidYurman #DYStyle http://liketk.it/2pVUk @liketoknow.it #liketkit

A post shared by Erica Hoida • Fashioned|Chic (@fashionedchicstyling) on Dec 20, 2016 at 7:09pm PST

Part of David Yurman’s success is in knowing who to work with. Importantly, the brand only chooses to work with influencers who fit the brand image and appeal to the target audience they’re looking to reach. These influencers help demonstrate to younger customers how the brand’s pieces can be worn and styled. 

French jewellery maison Van Cleef & Arpels are famous for their impeccable artistry and century-old heritage. But that doesn’t mean they’ve failed to move with the times. In recent years they’ve embraced digital, using their e-commerce site to immerse users in interactive fantasy worlds custom created for each collection.

Van Cleef & Arpels use their social media accounts to spread the same coherent brand stories and generate excitement with followers. The brand cleverly uses Instagram Stories, for example, to step customers through animated fairytale narratives that not only present the latest collections in a visually-stunning and interactive way, but also to drive followers to their e-commerce platform to continue the experience.

As one of the most well-known high end jewelry brands, Bulgari has long been crafting successful jewelry digital campaigns that draw on style influencers. One of the biggest lessons to take away from Bulgari? That global brands need to adapt their campaigns to different local markets.

Bulgari does this by working with cherry-picked sets of influencers in different geographic segments. In 2015 Bulgari collaborated with Launchmetrics’ influencer management platform, Style Coalition, to launch a campaign in North America for which they tapped three major style bloggers for a Roman holiday, bringing the essence of the Italian luxury house to consumers in the USA. 

Fun this morning with @eatsleepwear @wendyslookbook today shooting with @bulgariofficial! 😍❤️💃💃💃#foreverome

A post shared by Jane Aldridge (@seaofshoes) on Aug 28, 2015 at 6:30am PDT

This year the brand has worked with four major Arab influencers — actress Tara Emad, model Rym Saidi, and style influencers Lama Al Akeel and Fatma Husam — in a dazzling campaign directed at the Arab market.

Obsesssedddddd😍 Bvlgari’s new Serpenti Viper bangles ❤️✨❤️ @bulgariofficial #bvlgarijewellery #serpentiviper #bvlgari #viperbangles

A post shared by فاطمة حسام – Fatma Husam (@fa6ma7sam) on Apr 23, 2018 at 6:27am PDT

Bulgari’s social campaigns are always neatly tied together by campaign hashtags as well as brand hashtags, which also incentivizes followers to create content of their own.

Buccellati is another high end jewelry brand winning at digital strategy. One of their most interesting recent campaigns was a collaboration with Noonoouri, a virtual influencer with over 86,000 Instagram followers.

Are you ready for an exclusive #Buccellati atelier tour with the lovely @noonoouri? Check out our Instagram stories! #noonoourixbuccellati #Buccellati

A post shared by Buccellati (@buccellatimilan) on Jul 18, 2018 at 5:10am PDT

The forward-thinking move was most certainly designed to appeal to the social media generation, for whom a computer-generated fashion icon can be as influential as a real-life one. And because Noonoouri is known for wearing high-end fashion, Buccellati recognised that she was not only buzz-worthy, but also a good fit for the brand.

Buccellati balances out their youthful marketing content with more traditional campaign imagery featuring well-known models and celebrities.

For another clever strategy for marketing jewelry online, look to luxury Italian jeweler Damiani.

As well as posting content across all major social networks and driving sales through their e-boutique, Damiani multiplies their marketing efforts using real-world events. The brand’s prestigious 2017 exhibition at the Palazzo Reale in Milan was a perfect example: Damiani raised the curtains on the event by hosting an exclusive dinner for well-known faces on the fashion scene. Among the guests were Instagram influencers like Eleonora Carisi, Paolo Stella and Candela.

Blending with It. Continuando a sognare. È venerdì ✨✨✨ #PalazzoRealeDreamsDamiani #PalazzoRealeDreamsD #DreamsD @damianiofficial in @rochasofficial Bling Bling ⭐️

A post shared by Candela Pelizza (@candela_________) on Mar 24, 2017 at 1:48am PDT

On top of the buzz generated by the Italian social media muses, Damiani seized the opportunity for user-generated content. All guests attending the exhibition were encouraged to share pictures and videos using specific campaign hashtags.

These five successful jewelry digital campaigns can teach us a lot about how to create marketing strategies for online jewelry business. To summarize:

Know of any other outstanding examples of luxury houses conquering the digital sphere? Share your thoughts with us in the comments below!

The Launchmetrics content team is always on the lookout for new trends in the fashion and technology sector. We are geeks with style and lovers of good stories!