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JTV: Jewelry for Your Life

Goal

Brand activation among new audiences.

Jewelry Television (JTV), the only interactive, multichannel shopping network that focuses exclusively on the sale of jewelry and gemstones, wanted to reach a new younger demographic of customer.

Strategy

Monthly Birchbox-style direct mail campaign that delivered messaging and product samples to highly targeted media outlets.

Fletcher designed a 12-month experiential campaign,“Jewelry For Your Life,” that featured the most popular jewelry categories. Targeting leading fashion editors, sample jewelry was delivered in jewelry box style packaging with a style card and pointed call to action.

Results

More than 200 Million audience reach with 61 national product placements in 12 months including E! News, Woman’s World, Allure, etc.

12.31.1969