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Sherry Smith: Shattering the Illusion of the ‘Either/Or’ Diamond MarketSmith offers retailers guidance on creating an environment where natural and lab-grown diamonds can both thrive.
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Jewelers Mutual gets emotional in new ad campaign
Targeted at consumers as well as the trade, “For All Its Worth” emphasizes people’s personal connection to their jewelry.
The “For All Its Worth” advertisement geared toward wholesalers; the new campaign “gets at the heart of the incredible sentimental value jewelry holds,” said Jewelers Mutual Chief Marketing Officer Trina Woldt.
Neenah, Wis.--Jewelers Mutual Insurance Company has a new advertising campaign that’s directed at both the trade and consumers. And the message behind the campaign is this: When consumers are insuring their jewelry, they’re not just insuring another object but, rather, protecting a piece of jewelry that symbolizes their bond with a loved one and the moments they’ve shared.
Created with agency partner McGarryBowen, a Chicago-based advertising agency, the consumer-facing part of the campaign features real couples reflecting on their love stories and the many moments that led up to their engagement.
The 60-second online video for the campaign shows a newly engaged couple talking about the experiences they’ve shared, with the man remarking that “It’s the memories we’ve made. And the ones we still need to. So, yeah, it’s definitely more than a ring.”
The consumer campaign includes print, digital, radio and the online video, with the overarching theme extending to the jewelry trade with creative geared toward jewelry businesses, manufacturers and wholesalers as well.
WATCH: The 60-second long video created for the jewelry industry as part of Jewelers Mutual’s “For All Its Worth” campaign
There’s also a 60-second video for the jewelry industry, featuring a retailer opening for business for the day and helping a soon-to-be-engaged couple.
“Showing the genuine passion shared with the jeweler and client is so important,” said Jewelers Mutual Chief Marketing Officer Trina Woldt. “That relationship is what sets our industry apart from others.”
The “For All Its Worth” campaign is part of a larger effort to align Jewelers Mutual’s personal jewelry insurance with its overall brand.
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