A Gentleman's Guide to Valentine's Day

For over 30 years, Mearns & Gill has worked with Jamieson & Carry to align the requirements of the retail brand with the needs of the market. Established in 1733, Jamieson & Carry has been a long standing fixture on Aberdeen's busy Union Street.

During our campaign planning for 2016, research had shown that Jamieson & Carry was viewed almost too exclusively within the city and that there was a perceived barrier to entry at the shop. We agreed that something had to be done. After all, we’d love for everybody to enjoy the craftsmanship, knowledge and personal service which are the pillars of one of Aberdeen’s most familiar brands.

A Gentleman's Guide to Valentine's Day

Objectives

  1. To remove the barriers to entry and position the brand as being more approachable
  2. To convey the knowledge and level of service at Jamieson & Carry
  3. To increase exposure of Jamieson & Carry

Strategy

With Valentine's Day approaching, many customers would be seeking guidance on the perfect gift, as well as how to make the day special, in general. We decided to use this Day as an enabler to break down the barriers of shopping in a high-end jeweller and promote their most powerful assets – the knowledge Jamieson & Carry have of their products and their desire to go that bit further for their customers. 

Working in collaboration with Jamieson & Carry, we conceived, refined and planned a campaign with the specific intent of using Valentine’s Day as a means of repositioning the brand and opening it up to a wider market. The campaign partnered Jamieson & Carry with a number of local businesses including a florist, restaurants, hotels, a menswear shop, a hairdresser and cocktail specialists. Each business provided tips and advice on everything you would need to celebrate the day in style. We arrived at nine tips for Valentine’s Day and with that, “A Gentleman’s Guide to Valentine’s Day” was born.

Campaign execution

A Gentleman's Guide to Valentine's Day
A Gentleman's Guide to Valentine's Day

Mearns & Gill handled all of the creative work in-house. Nine tips for Valentine’s Day meant we needed to hand draw nine bespoke illustrations to communicate each of them. We produced graphics for the shop windows, website banners, press advertising, POS graphics, and created a printed pocket size guide with everything a gentleman needs to know. 

In the period leading up to Valentine’s Day, we coordinated the campaign delivery over social media and assisted with guest blogging.

Results

The campaign created significant exposure for Jamieson & Carry, as well as its campaign partners. One key indicator of success was the rise in traffic on the Jamieson & Carry website. In the month leading up to Valentine’s Day, sessions on the website rose by 56% from 5,214 for the same period in 2015 to 8,123 in 2016. There was a noteable rise in engagement over social media which reinforced the buzz we’d heard around Aberdeen. This in turn increased the exposure of Jamieson & Carry to new audiences that previously may not have seen themselves as potential customers.

A Gentleman's Guide to Valentine's Day
A Gentleman's Guide to Valentine's Day
A Gentleman's Guide to Valentine's Day

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