Probably the most interesting thing about this campaign was that we chose to promote a one-of-a-kind piece instead of simply advertising a general sale.
Client: Laceworks Jewelry makes handcrafted filigree in silver and gold using techniques that are more than 5000 years old.
Project Description: Produce a three part email campaign for Laceworks Jewelry’s 2015 Valentine’s Day sale, along with a landing page where email recipients could purchase a one-of-a-kind pendant.
A Quote
“Just like true love, the gold and fine silver of this beautiful pendant will defy tarnish and continue to shine bright for all time.”
The Inside Scoop
Full Disclosure: I’ve been working as the Executive Director for Laceworks Jewelry since late 2013. With the unique skill set I provide, I have built the Laceworks brand from the ground up, both in print and on the web.
The Campaign
Probably the most interesting thing about this campaign was that we chose to promote a one-of-a-kind piece instead of simply advertising a general sale.
The campaign directed recipients to a landing page upon which one piece of jewelry was listed with a countdown timer letting them know when it would become available for purchase.
In retrospect, it’s kind of a weird idea, and I doubt we’ll do it again. But as an experiment is was nothing if not interesting.
We followed up the sale with a general 15% discount after the time period for the one-of-a-kind piece expired.
My Favorite Part
definitely the playfully romantic text under the sidebar images.
See the results:
- Exclusive Valentine’s Day Jewelry from Laceworks
- Designer Jewelry Perfect for Valentine’s Day
- Valentine’s Specials You’re Going to Love
Here’s the accompanying landing page for the one-of-a-kind piece:
The Heart of Gold by Laceworks Jewelry
