CAMPAIGN RECAP: EVERLASTING LOVE
To celebrate a Centennial milestone, Jewelers Mutual Insurance Company, provider of Perfect Circle® Jewelry Insurance, partnered with celebrity wedding planner Mindy Weiss to honor and reward couples’ commitments to “Everlasting Love”. Nearly 290 people shared their Everlasting Love stories on the Perfect Circle website; Over 2000 people voted to help decide the top five finalists; and on June 10, 2013, Ariela from South Florida was declared the winner and received $11,000 Erica Courtney® platinum diamond earrings for her story: “For Better or For Worse, We’re Always Better Together.”
The campaign launch was supported by a coast-to-coast media and digital blitz on with Mindy in tow, including:
· A Satellite Media Tour featuring her last-minute tips for summer brides, which aired on 22 local TV and radio stations in top markets – Chicago, Philadelphia, Las Vegas, and nationally via The Daily Buzz and Radio News Release reaching 790 stations. The top tip? Remembering to insure the wedding/engagement rings as symbols of couples’ everlasting love – and a priority before heading out on the honeymoon!
· An intimate “2013 Wedding Trends” media luncheon on the Rooftop of the Gramercy Park Hotel with 20 of the top bridal, lifestyle and women’s interests editors, publications and bloggers in New York, including InStyle Weddings, Huffington Post Weddings, Glamour.com, Bridal Guide, and Brenda’s Wedding Blog. Mindy kicked off the luncheon by highlighting the importance of including jewelry insurance by Jewelers Mutual, providers of Perfect Circle Jewelry Insurance, on the wedding checklist.
· A 30-minute LIVE Facebook chat (AKA Live Wedding Consultation) hosted on the Perfect Circle Facebook page, where more than 50 people received wedding tips from Mindy.
The six-week promotion further integrated bridal media and wedding blogger partnerships, a radio promotion with Clear Channel Los Angeles, Facebook ads, and ongoing media relations – including an E! News Online “Wedding Trends” segment reaching more than 12 million viewers, to drive awareness for The Everlasting Love contest and, overall, Perfect Circle. In fact, the contest alone generated 1,658 new accounts/users or “hopeful” policy holders, and the campaign secured more than 55 million media impressions, for a CPM of $3.62 ($10 = industry average).