Interview conducted by Diana S. Zimmerman
Master Jeweller, Jack Kelége has led the way for timeless innovation. Now, his new marketing campaign, “Forever In Love,” is just that—a powerful new co-branding promotional campaign that retailers will “forever love”—for endless reasons. Not the least of which is its ability to generate far-reaching momentum. From robust mainstream PR and Advertising to sophisticated customizable print collateral, seasonal videos, dynamic web content, and engaging social media, everything is designed to promote the retailer’s brand and help them drive sales.
CIJT&C : “Forever in Love” is an intriguing name for a co-branding/marketing campaign. What is the inspiration behind it?
Jack Kelége: Our goal is to create a series of strategic marketing initiatives that will help our retail partners attract and engage customers in ways that are fresh, innovative, and on-going. We wanted to design a campaign that enables them to share the deep emotion and passion that comes from wearing Jack Kelége jewellery. So many people tell us that our jewels create memories that last forever, which is why we decided to incorporate these feelings into the campaign and name it “Forever in Love.”
CIJT&C : What does the co-branding portion of “Forever in Love” consist of ?
Jack Kelége: “Forever In Love” is all about helping our retailers promote their own brands, as well as the Jack Kelége brand—in every way possible. Which is why we brought in an award-winning lifestyle photographer to shoot spectacular new imagery for the print, media, and video portions of the campaign. This incredible photography will be shared with our retail partners, as well as used to create customizable print collateral, videos, web content, and social media marketing materials. Everything is strategically designed to promote the Jack Kelége brand with our retailers’ own brands and locations in ways that captivate the senses.
CIJT&C : How will the message reach your retailers’ customers?
Jack Kelége: We are taking a multi-tiered approach. First of all, the content that we are creating is dynamic and designed to be used on our retailers’ web and social media sites, as well as in direct mail, advertising, and print campaigns. We are also creating eye-catching seasonal videos to further promote our retailers’ brands that can be posted on their sites and sent out as eBlasts.
CIJT&C : How are you promoting the Jack Kelége brand to the consumer market?
Jack Kelége: We are running national print ads in luxury publications and social media campaigns with our retailers to further our brand awareness with the public. €e ads are designed to drive new customers to our retail partners. Additionally, we are working with a leading jewellery publicist to get our name in front of select mainstream luxury magazine editors across the country.
CIJT&C : In what way will you help your retailers showcase your designs to their customers?
Jack Kelége: Each of our retailers will receive individual product shots of every piece of our jewellery that they have in their inventory. The product shots are formatted specifically for their web and social media sites.
CIJT&C : When does the campaign launch and how long will it run?
Jack Kelége: We will be rolling out the “Forever in Love” Retailer Co-Branding campaign at the Luxury/JCK shows, and it will continue into next year. Everything about it is created to drive customers, both new and old, to our retailer partners’ stores.
CIJT&C : What do retailers need to do to participate?
Jack Kelége: See us at Luxury, or contact us at www.jackkelege.com.
