Brian Gavin Diamonds

CASE STUDY

GOAL

Longtime Integrate client, and world-renowned diamond cutter and online retailer, Brian Gavin Diamonds, consistently challenges the Integrate team to continue to spur its online sales through unique promotions, with the ultimate goal of growing its e-mail distribution list and its social media channels, to ultimately continue to provide leads for future sales. While Integrate has successfully grown the client’s social media follower bases month over month and constantly directs potential customers to join its e-mail list, the team was ready to up the ante. Thanks to Integrate’s previous successes working with local bloggers and influencers, wedding planners and photographers, and, quickly thereafter, national wedding publications, brands and blogs, the team was ready to launch a national-scale sweepstakes. Integrate’s goal mirrored that of the client’s: to grow Brian Gavin Diamonds’ social media channels, while simultaneously collecting new e-mail addresses and continuing to grow and engage the jeweler’s community.

STRATEGY:

Integrate planned and executed a large-scale Wedding Wishlist sweepstakes featuring five bridal prizes from national brands and businesses that included a set of his and hers Brian Gavin Diamonds wedding bands, a Tulum, Mexico honeymoon from Mi Amor Hotel, a four-month Bridal Box subscription to Tulle La La, a Groom’s Grooming Kit and a $100 gift card to Redbeard Brand and 100 wedding invitations from local stationer, Nib & Pixel.

To make such a large-scale sweepstakes possible, and to meet each of the client’s and our goals, Integrate relied on careful planning and a well-crafted strategy. After lining up an amazing roster of partners to participate as partners in the giveaway, the team created original copy, graphics, talking points and terms of agreement, that were shared with all partners in order to ensure fluid communication and congruent social media promotion. Aside from making customers and potential customers aware of the campaign on social media channels by posting and engaging on Brian Gavin Diamonds’ Twitter, Facebook, Pinterest and Instagram channels, Integrate’s PR team member was able to secure earned coverage through popular wedding blog, HowHeAsked.com, and its social media channels, as well as arrange a social media sharing package with another national wedding leader, The Wedding Chicks, and its Instagram, Pinterest and Facebook pages to help further promote the contest.  Finally, Integrate secured local celebrity endorsements, with iHeartRadio’s Adam Clanton and Theresa Rockface sharing details of the Wedding Wishlist Giveaway with their base of followers, after Adam proposed to Theresa with a gorgeous Brian Gavin Diamonds engagement ring.

When it came time to find the lucky bride-to-be, the team used sweepstakes app, Rafflecopter, to help select a completely random and unsuspecting, lucky winner. After logging on to the client’s social media channels to make the announcement, our team took a peek into the bride-to-be and her fiance’s world, and knew they could not have chosen a better winner if they had hand-picked one themselves. After sharing the good news with the winner via email, our team learned how excited and thankful she was,even telling us she cried at work when she found out she was the winner! Integrate’s social media account executive was able to leverage her excitement, further promoting the success of the sweepstakes, by setting up a schedule where she would further promote Brian Gavin Diamonds through her social media channels, using the announcement as well as pictures of her and her future husband to share her story.

RESULTS:

Overall, the Wedding Wishlist Giveaway was an overwhelming success. Integrate’s efforts throughout just one month resulted in 12,088 entries from 1,990 participants. Of those 1,990 participants added to the Brian Gavin Diamonds newsletter, 85.4 percent remained subscribed, substantially increasing the client’s base of newsletter subscribers, and thus, potential customers. Additionally, not only did engagement increase across all of the client’s social media channels, but Brian Gavin Diamonds’ cumulative social media platform growth increased by 2,169 followers within just one month, thanks to our efforts to spread the word and each of the partners promoting the contest and tagging Brian Gavin Diamonds on each of their platforms.