CLIENT: Blue Nile
PROJECT: V-Day 2020 In-store & Social
The Challenge:
For Valentine’s Day 2020 Blue Nile wanted an in-store campaign that gave our customers an experience beyond just shopping for jewelry. We wanted to show our customers we were on the side of love.
My Role:
I collaborated with the rest of the creative team and executive showroom manager to contribute concepting, researching, designing and art directing. I also gathered and analyzed results.
The Solution:
A DIY Valentine’s station, an in-store poet that would type up custom poems and an Instagram story where we wrote and posted poems based off of customer submissions.
Giving to the Givers
84% of customers say the experience a company provides is as important as its products or services. For Valentine’s Day 2020 we saw an opportunity to utilize our expertise of gift giving as a brand experience and to offer something extra and experiential to our customers.
Valentin’s Day can seem like more of a chore than something backed by love. Often people find it easy to just purchase something fancy for their loved one and neglect to put the thought or love into it. To help remind our customers and ease the process of putting heart into their gifts, we created a DIY Valentine’s station in our Bellevue Showroom where customers could create their own Valentine to accompany the gift they were purchasing.
Make it as Unique as They Are
The DIY station included a variety of blank and pre messaged stationary cards and envelopes customers could put through a typewriter or use pens to add a note to the recipient. We only used some of our simple illustrative brand elements on the stationary to keep Blue Niles’s presence as subtle as possible, making for a truly genuine gift giving experience.
Roses are Red. Diamonds are Forever…
In addition to the DIY station, the Saturday before Valentine’s day we had an in-store poet sitting at the typewriter. Customer’s could give him a topic or quick idea and in just a few minutes he would type a custom poem the customer could give to their loved one.
Digital Typewriter
In support of the showroom experience we posted to Instagram about the event. In anticipation that most customers wouldn’t be able to make it to the one store that featured the event we put a call out for submissions of topics to become poems we wrote and posted back to IG.
