Goldsmiths: Story-telling brand video that drove 1M views & sales
Luxury high street jewellers Goldsmiths wanted to be positioned as the perfect retail destination for all your gift giving needs at Christmas.
To break through the Christmas ‘noise’ with a story-telling brand video that fits with Goldsmiths YouTube-first strategy. It was imperative that the Goldsmiths brand be featured throughout the film, with shorter edits to drive online sales.
Create:
Prohibition focused the campaign on ‘The Gift of Giving’ theme, presenting a film idea that featured three gift-giving scenarios that would appeal to the target audience while evoking emotion and driving brand awareness. Filmed over two days, the production included 15 actors, a 20-strong crew and four locations.
Engage:
With the addition of a strong music track, we created a feature length edit, plus three shorter ‘story’ edits to be used as True-view YouTube ads and shorter product focused 6-second bumper edits that were utilised as part of the paid social strategy.
An additional campaign photo-shoot and creative content allowed us to create assets and POS that used across various touch-points including social media channels and the Goldsmiths website.
Convert:
- To date, the videos have had more than 1.7M views on YouTube alone
- The paid strategy generated over £1M in total sales – a topline multichannel ROI of £7.94
- Brand awareness targets over-achieved, influencing 86,000 people from Goldsmiths target audience to gain awareness of Goldsmiths from YouTube alone
