Case study: Touch of Gold
(573k, Acrobat (.pdf) format)
The power of placement
See how this retailer used strategic placement, targeted creative and local newspapers to drive sales and affinity during Christmas.
Marketing challenge
A local retail store, Touch of Gold (a jewellery store), wanted to improve sales during Christmas. To achieve this, they needed to stand out from its competitors - as many of the ads in the market offtered little differentiation. Furthermore, the creative concept needed to endear new customers without alienating existing ones.
Campaign objective
To create a local advertising campaign that would present the retailer in a unique and positive light. This would drive more traffic to the store during the holiday season.
Role of newspaper advertising
For this local retailer, the media plan included local newspaper advertising supported with in-store posters to reinforce brand positioning.
As men are the main purchasers of jewellery, ads were placed in sections of the paper with the highest male readership – the finance and sports sections. Creative executions would be designed to work in-situ, featuring copy that reflected the editorial context to bait highly engaged readers.
Results
The newspaper and in-store campaign exceeded the advertiser’s expectation. Traffic to the store increased as did the word of mouth. Local residents looked forward to seeing the next newspaper ad in the series. Some customers even clipped the ads and brought them to the store to compliment the retailer – and look around.
What the client said
“When the creative and media work together, there is a synergy that is untouchable. We were thrilled with the results of this newspaper driven campaign.”
Source: The Canadian Newspaper Association (CNA)
