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.