Saving The Source
2018 Finalist

Saving The Source

D&C Digital - USA TODAY Network - GANNETT

Rochester, United States

Category Best Idea to Grow Advertising Sales or Retain Advertising Clients

Overview of this campaign

D&C Digital, as a part of the USA TODAY Network, creates multi-channel solutions for our clients that are rooted in consumer insights, client strategy, content and concept creation and campaign optimization. For The Source Custom Jewelers, our objective was to win back a churned client after they took their business to a category-specific ad agency. Frustrated by multiple channel vendors, the client's objective was to differentiate themselves from other jewelry competitors while growing their highest-margin business segments - all through a single marketing partner. A transition in ownership - from father to son, opened the door for the D&C Digital team to develop a multi-channel solution to meet the client's three goals:

  • Increase overall sales in engagement/diamonds segment

 

  • Elevate client's brand to compete with other high-end jewelers

 

  • Synergize all marketing and messaging across platforms allowing the client to project an image of cohesion, quality and confidence for their customers

The integrated solution focused on the highest potential sub-segment of business - engagement rings - and was aimed at three target audiences: the ring buyer, the couple, and non-traditional engagements. The campaign ran across digital display, social, search, targeted email and custom video (multi-channel). All elements were concepted and created around a common theme of commitment to your best friend - speaking directly to the consumer with a powerfully personal statement. This elevated the client's brand and provided a subtext for our mutual partnership commitment with our client.


Results for this campaign

Results:
Business has been going so well that the spend increased to over $150,000 for a year contract. Spurred by the increased online and brick-and-mortar traffic, the client opened a new location in the region's highest end retail shopping mall.

Client Results:
The campaign drove 34,328 targeted audience additional visits to the client's website at significantly higher click-thru rates than segment averages, engaging an additional 2,290 intenders across multiple channels.

D&C Digital Results:
650 percent YOY growth in client spend - and the reclamation of a satisfied and supported partner.


Contact

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