Technology

How Simon G. Used Local Influencers to Support its Retailers

TechnologyJul 17, 2019

How Simon G. Used Local Influencers to Support its Retailers

The partnerships were part of a multi-pronged approach to drive traffic to in-store trunk shows.

20190717_SimonG-header.jpg
This shot from influencer @oliamajd came as part of Simon G.’s social media campaign to support several retailer’s in-store events.

Glendale, Calif.—Simon G.’s latest marketing endeavor saw the fine jewelry brand leverage its social media strength to support some of its retail partners.

Last May, the brand launched a multi-pronged marketing approach to support key store events across the country at five of its retailers, including Collins Family Jewelers in San Diego, Almassian Jewelers in Grand Rapids, Michigan, and Ben Garelick Jewelers in Buffalo, New York.

For each, the brand created what it referred to as a “social media moment,” hosting trunk show events that were promoted through local influencers posting concurrently with paid advertising by Simon G.

The brand wanted to show its retail partners ways to successfully utilize social media and influencers to transform business, Simon G. Vice President of Marketing and Communications Brooke Brinkman said in an interview with National Jeweler.

Simon G. has a strong influencer program of its own, she confirmed, so the brand dipped into its budget to cover 100 percent of the costs associated with the retailer influencer campaign.

Choosing the Right Partners
Simon G. wanted to ensure the influencers they chose were relevant. They focused on fashion and lifestyle influencers with compelling content, a strong local following and high engagement to help promote the trunk shows on their platforms.

RELATED CONTENT—The PR Adviser: How Can I Find Local Influencers?
“We want to make sure that the content that they’re posting does represent luxury, is authentic, that they’re someone who would truly wear the product and that it’s not someone who just has a strong audience but is posting about lip gloss and water,” Brinkman said. “That’s not necessarily the person we want promoting events. We want to make sure the content they’re putting out truly does resonate with the audience.”

The goal, after all, wasn’t just awareness of the brand and the event coming up at the local retailer, but to drive traffic to said event.

They asked the influencers to not only promote the trunk shows ahead of time but also to attend them, providing behind-the-scenes content shots of the new collections.

The partnership included influencers like @oliamajd (430,000 followers), @thegrguide (17,200 followers) and @matalasi_ (13,100 followers).


On the retail side, the brand relied on its sales team to identify retailers that not only could use the help but also would be open to the approach and willing to provide real feedback to Simon G. about what worked and what didn’t.

They looked at retailers, Brinkman said, that held the trunk show every year to allow for a year-over-year comparison, as well as those that held the event sporadically or didn’t put as much behind it to see how the additional support benefitted it—or didn’t.

Adding Another Layer
To boost the influencer aspect and expand the overall reach, Simon G. also developed a weeks-long social media paid advertising campaign on its own platform to run while the influencers were posting. 

This comprised a three-tier approach designed to connect with consumers along the path to purchase.
RELATED CONTENT: How Simon G Reached Millennials at SXSW
Three weeks out from the trunk show, the paid social ads consisted primarily of branded advertising in the retailers’ local markets.

The following week the ads looped in the retailers, telling the consumer where they could find Simon G. in their area.

The third and final week had an actionable message: here’s a specific event to attend.

Brinkman said Simon G. has seen the best results in social campaigns when the paid ads work in tandem with an influencer campaign.

Lessons Learned
Last year, the brand launched its “Committed” marketing campaign, designed to speak to a category of jewelry rather than focus on specific products, in hopes of communicating a broader message to consumers.

In a similar manner, this spring’s influencer campaign helped Simon G. show retailers the new ways consumers want to receive their information that don’t involve traditional shots of jewelry pieces, Brinkman said.

It appears both Simon G. and the retail partners found it a success.

The entire campaign accrued 873,547 impressions (how many times the content was displayed) with an average of about 3 percent engagement (measuring shares, likes and comments) and 15,482 likes.

Of the five influencer-promoted trunk shows, Simon G. said that Collins Family Jewelers of San Diego was the most successful.
RELATED CONTENT—The PR Adviser: Finding Local Influencers, Part II
Second generation jeweler Briana Collins said they gained followers on the retailer’s Instagram and Facebook page during the promotion but also saw a lot of traffic come to the store during the trunk show.

“It was an amazing plan of attack. I loved the organization and methodical planning to target the audiences.”

She said that though many of the people who bought during the event were their regular customers, they loved the buzz and ahead of it and the way the influencers were live posting from the trunk show.

Collins added that Simon G. and the retailer are on the same page when it comes to evolving their marketing strategy.

“The way of the future is heavily related to online presence … Local jewelers and small business need to partner with big, savvy businesses like Simon G. to make sure they are getting the best exposure possible, especially on social media when every impression counts.”

And what she learned?

“You can’t get your name out there enough.”

Simon G. will build on the program in 2019, it said, adding in a paid element for online and out-of-home advertising.
Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.

The Latest

Bulgari high jewelry campaign
FinancialsJul 24, 2024
LVMH’s First-Half Jewelry, Watch Sales Dip 5%

Tiffany & Co. is focusing on its “iconic” collections while the company has made changes at the top at TAG Heuer and Hublot.

Chaumet Paris 2024 Olympics medals
MajorsJul 24, 2024
See Chaumet’s Paris Olympic Medals Inspired by its High Jewelry

The Parisian brand is the first jewelry company in the history of the Olympic and Paralympic Games to design the medals.

Jewelers Mutual and Union Life and Casualty logos
MajorsJul 24, 2024
Jewelers Mutual Acquires Pawnbroker Insurance Provider

Union Life & Casualty will join JM Insurance Agency Partners, expanding the provider’s pawnbroker coverage.

Untitled design.jpg
Brought to you by
The End of an Era? Lab-Grown Diamonds' Journey Towards Price Stability

As the demand for lab-grown diamond jewelry may still be increasing, the most notable change we are likely to see is price stabilization.

Bradlei Smith
MajorsJul 24, 2024
Ben Bridge Announces 2024 Lonia Tate Scholarship Winner

Los Angeles-based Bradlei Smith was selected for this year’s award.

Weekly QuizJul 18, 2024
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
National Jeweler columnist Peter Smith
ColumnistsJul 23, 2024
Peter Smith: The Case for Optimism in Sales

In his latest column, Smith shares multiple reasons why people who look at the glass as being hall full often make better salespeople.

De Beers rough diamond display
SourcingJul 23, 2024
De Beers’ Production Drops 15% in Q2

The company also reported the $150 million sale of an iron ore royalty right, part of its ongoing effort to divest “non-core” assets.

1872 x 1052 Gemolite.jpg
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional Edition

GIA®’s most advanced microscope has new features to optimize greater precision and comfort.

Long’s Jewelers giveaway promo
IndependentsJul 23, 2024
Long’s Jewelers Is Giving Away a Luxury Cape Cod Vacation

The giveaway is part of the New England jeweler’s summer bridal event.

Sophia Moreno-Bunge of Isa Isa modeling Guzema’s Hidden Beauty collection
CollectionsJul 23, 2024
Guzema Debuts ‘Flower Power’ Campaign

The ad features three celebrity florists creating floral sculptures while wearing jewelry by Guzema.

Tresia Shituula, Monkgogi Moshaga, Mohamed Samu
Policies & IssuesJul 23, 2024
Diamonds Do Good Announces Its 2024 Entrepreneurship Grant Winners

The grant provided a total of $100,000 to support 13 entrepreneurs from diamond communities in Africa and India.

Ghazi “Gus” Michel Osta
CrimeJul 22, 2024
Florida Jeweler Shot, Killed Following Argument With Customer

Ghazi Michel Osta, or “Gus,” was killed Friday by an 83-year-old man said to be a frequent customer at his store, Volusia Gold & Diamond.

Elyssa Jenkins-Perez and Effie Marinos
Policies & IssuesJul 22, 2024
JVC’s Elyssa Jenkins-Pérez Joins RJC

The organization also announced Effie Marinos as its new specialist advisor for technical standards, as well as four other appointments.

Karen Rentmeesters
SourcingJul 22, 2024
AWDC Names Karen Rentmeesters as CEO

Rentmeesters has served as interim CEO since April following former CEO Ari Epstein’s resignation.

Brian and Jessie Mann
IndependentsJul 19, 2024
Longtime D.C. Jeweler Brian Mann Dies at 70

Mann, whose family’s jewelry store was located inside the Pentagon, is remembered for being a thoughtful champion of the industry.

Tudor store in Denver
IndependentsJul 19, 2024
The 1916 Company Opens New Tudor Boutique

The 500-square-foot boutique is located in Denver’s Cherry Creek Shopping Center.

Messika’s So Move Max Necklace
CollectionsJul 19, 2024
Piece of the Week: Messika’s ‘So Move Max’ Necklace

Dance all night long with the “So Move Max” set’s necklace.

Julien Tornare and Antoine Pin
WatchesJul 18, 2024
TAG Heuer, Hublot Will Have New CEOs

Luxury giant LVMH is reshuffling the leadership in its watches division.

Etsy billboard rendering in NYC
MajorsJul 18, 2024
New Etsy Campaign Prioritizes Creators Amid Backlash

Sellers and shoppers have spoken out against a rise in mass-produced merchandise on the platform meant to highlight handmade goods.

Ariana Grande Modeling in Swarovski Jewelry
MajorsJul 18, 2024
Swarovski Names Ariana Grande as Its New Brand Ambassador

The celebrity will star in Swarovski’s holiday campaign.

Grizzly emerald
SourcingJul 18, 2024
Grizzly Emerald Auction Garners $32.5 million

The miner said an 835-carat emerald saw “stiff competition” in its July sale.

Tahnee Barbee, Gigi Sui, and Daniela Villacorta
Events & AwardsJul 18, 2024
MJSA Education Foundation Announces 3 Scholarship Winners

The winners were awarded $3,000 each to pursue a professional career in jewelry making and design.

Radhika Merchant’s Wedding Portrait
EditorsJul 17, 2024
6 Lavish Looks from the Ambani Wedding

Feast your eyes on the elaborate jewels worn during the wedding celebration of Anant Ambani and Radhika Merchant.

Smiling Rocks Haute Couture Dream Necklace
Lab-GrownJul 17, 2024
Lab-Grown Diamond ‘Dream’ Necklace Sells for $122K at Charity Auction

The piece, created by Smiling Rocks, was the top lot at the recent Ormeley Dinner.

Diavik Diamond Mine solar power plant
SourcingJul 17, 2024
Rio Tinto’s Diamond Production Down 28% in Q2

The company’s sole remaining diamond operation, Diavik, produced 702,000 carats of diamonds, down from 970,000 a year ago.

Buccellati high jewelry earrings
FinancialsJul 17, 2024
Richemont’s Q1 Jewelry Sales Up 2%

In contrast, the luxury giant’s watch sales fell 14 percent.

This year marks the 40th anniversary of the jewelry design contest.
Events & AwardsJul 16, 2024
2024 AGTA Spectrum Awards Open for Entries

This year marks the 40th anniversary of the jewelry design contest and the deadline for entries has just been extended.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy