Swarovski's Do-It-Yourself Community "Create Your Style" was looking to enrich its content with authentic, home-made DIY projects showcased in a lifestyle setting that lived in an interactive online community portal. Goals of this 6-month long program were to increase awareness, engage new and existing customers with Swarovski crystals and encourage users to share their own projects on the Community Website and/or Instagram.
The campaign's main goal was to drive awareness and create meaningful conversations for the Swarovski Create Your Style community. Together with Swarovski we partnered with 14 ridiculously talented DIY/Fashion creatives and influencers to produce 94 pieces of branded content on Instagram (both video and photo). Each influencer was asked to come up with a DIY project that was centered around different themes such as Halloween, Valentines Day and the Wedding Season. While running the campaign the world faced a difficult challenge. We entered the Covid-19 Pandemic and people were shut off from their friends and family. While everyone was asked to stay at home we shifted our campaign message to be one of a "Celebration of Home". We invited each influencer to create projects that would encourage the world to be hopeful again. Safe to say the campaign was a huge success and we overperformed our engagement and impressions KPIs by 183%.
We delivered over 841K of impressions and an incredible average engagement rate of 4,5% which led to a strong uplift in the number of followers and likes on Swarovski’s own social media platforms and community site.
We delivered over 841K of impressions and an incredible average engagement rate of 4,5% which led to a strong uplift in the number of followers and likes on Swarovski’s own social media platforms and community site.