JCDecaux’s state-of-the-art street furniture and billboard units are helping industry leaders of fine jewelry to achieve maximum reach and brand awareness while driving in-store and online traffic.
The demand for luxury goods has made its comeback as consumers across the country are back at work and eager to resume the beloved season tradition of holiday shopping. While Black Friday is regarded by most as the formal start of the holiday shopping season, high-end retailers are getting ahead with stunning advertising campaigns on our premier OOH inventory.
Jewelry brands have long relied on December sales for a substantial portion of their annual profits. However, marketing campaigns geared towards holiday shoppers will often run as early as October - the biggest reason being that fine jewelry, as is the case with other luxury goods, are not impulse buys and typically call for a more thorough and thoughtful selection process by the consumer.
De Beers is running a campaign on our Fifth Avenue digital street furniture network in New York to promote their new line of colorful, stand-out diamond engagement rings, while a similar campaign from De Beers’ Forevermark line is being featured on our Chicago digital CIPs.
Soft yet eye-catching creatives in both markets are combined with simple messages of inspiration to maximize the success of the campaigns’ objectives and ROIs.
Pandora is taking advantage of OOH’s ability to speak to consumers near the point of purchase by displaying bright motion creatives right outside of their Sixth Avenue storefront. As a more casual brand with a younger target demographic, Pandora’s use of OOH can achieve a lasting impression on a Gen Z audience with the inclusion of TikTok Influencer and Netflix star Addison Rae as the face of their Pandora ME collection launch.
Also utilizing OOH within Manhattan’s high-end retail hub is Swarovski, whose larger-than-life creatives effectively draw attention to their diverse holiday collection of fine jewelry and festive holiday ornaments. JCDecaux’s digital shelter inventory in and around the Fifth Avenue business and shopping district is the perfect platform for enhancing Swarovski’s magazine-quality advertisements.
For brands looking to drive in-store traffic, the inclusion of directional information within OOH media can serve as a subtle yet clear call-to-action that can reach consumers who may be ready to make a purchase.
As brands like Birks act on this concept with our Boston static pillars, David Yurman is taking their marketing strategy to new heights with our CDN digital frames.
Even brands without storefronts realize the powerful opportunities that OOH advertising provides. In an industry whose consumers tend to prefer the in-person shopping experience, Direct-to-Consumer brands (D2C) like Mejuri are leveraging the high visibility and subsequent reach of our Boston static shelters and digital CIPs to maintain steady growth and brand recognition in the non-virtual world.