Celebrating Mother’s Day with Swarovski – A Campaign That Sparkled

Client: Swarovski
Campaign: Mother’s Day Activation
Location: Local Mall, Santo Domingo, Dominican Republic
Year: 2017

Key Results
• Influencer Collaborations: Engaged with 25 Dominican influencers, reaching a collective audience of over 1.8 million followers.
• Social Media Growth: Swarovski’s local Instagram account gained 8,500 new followers in four weeks.
• Event Participation: Attracted 1,000 attendees to the Mother’s Day event, with significant foot traffic to the Swarovski booth.
• Media Coverage: Secured features in five major local media outlets, including lifestyle blogs and TV segments, reaching an estimated 500,000 viewers.
• Sales Boost: Increased mall store sales by 22% during the campaign period, with many purchases directly linked to event promotions.

The Challenge
Swarovski wanted to celebrate Mother’s Day in a way that would resonate with Dominican women, reinforcing its brand as a premium, aspirational choice for gifts. The campaign needed to:

1. Create a memorable experience highlighting Swarovski’s elegance and sophistication.

2. Drive immediate sales at their Santo Domingo mall location.
3. Increase long-term brand awareness and loyalty among women aged 25-45.
However, the challenge lay in standing out amidst a busy shopping season while connecting emotionally with the audience.

The Solution
We designed a comprehensive Mother’s Day campaign blending influencer marketing, live events, and digital buzz:

1. Creating the Event
• Venue & Theme: The activation was hosted in the busiest mall in Santo Domingo, with Swarovski branding creating an elegant, interactive space. The event centered on the theme “Celebrate Her Sparkle,” blending glamour with meaningful tributes to mothers.
• Educational Focus: Collaborated with a renowned dermatologist and a beauty expert to host live sessions about self-care and beauty trends, tying back to Swarovski’s ethos of confidence and shine.
• Celebrity Involvement: The event was inaugurated by a local celebrity and advocate for women’s empowerment, further boosting the prestige and visibility of the campaign.
• Interactive Activities: Visitors participated in a “Swarovski Raffle,” where they could win exclusive jewelry pieces by sharing event moments on Instagram using a branded hashtag.

2. Influencer Partnerships
• Partnered with 25 local influencers, including lifestyle bloggers, beauty experts, and family-focused creators, to promote the event.
• Influencers created 40+ unique posts and Instagram Stories before and during the event, showcasing Swarovski pieces as the perfect Mother’s Day gift.

3. Social Media Engagement
• Teaser Campaigns: Shared countdowns, behind-the-scenes videos, and sneak peeks of event activities to build excitement.
• Live Updates: Real-time posts and live streams from the event amplified reach and engagement.
• User-Generated Content: Garnered over 800 posts, with attendees sharing their favorite event moments.

Execution and Results

Event Day Impact
• Foot Traffic: Attracted over 3,000 attendees throughout the day, with many participating in the live sessions and interactive booths.
• Sales: Swarovski’s store at the mall reported a 22% increase in sales compared to the previous month, with a noticeable spike in Mother’s Day gift purchases.

Social Media Reach
• Generated over 850,000 impressions on Instagram from influencer posts and event coverage.

Media Coverage
• The event was featured in five local publications, including a prime-time segment on Dominican television, which elevated the campaign’s visibility and reach.

Key Takeaways
1. Influencers Create Impact:
Collaborating with trusted local influencers ensured the campaign’s tone and messaging resonated with the audience, creating authentic connections with the Swarovski brand.
2. Events Drive Engagement and Sales:
The in-mall activation successfully bridged online and offline channels, driving both social buzz and measurable sales.
3. A Strong Theme Enhances Results:
Centering the campaign on “Celebrate Her Sparkle” created an emotional connection with attendees and shoppers, strengthening Swarovski’s reputation as a go-to for meaningful gifts.

Conclusion
This Mother’s Day campaign demonstrated the power of blending influencer marketing with high-impact events to achieve remarkable results. Swarovski not only boosted its sales and social media presence but also deepened its emotional connection with its target audience in the Dominican Republic.
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