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Table of Contents
Introduction....................................................................................................................... 3
Current Social Standing ............................................................................................................3
Swarovski SWOT ....................................................................................................................3
Tacori SWOT...........................................................................................................................4
Swarovski ....................................................................................................................................4
Tacori...........................................................................................................................................8
Clear Goals of Social Media Strategy ........................................................................... 12
Effective Social Media Marketing................................................................................. 14
Jennifer Fisher & J. Crew Comparable Launch Image..........................................................15
Setting your Social Media Strategy for “The Launch” ............................................... 16
#TheTimeIsNow R, represents Romance...........................................................................19
#TheTimeIsNow F, represents Freedom ............................................................................20
#TheTimeIsNow E, represents Excitement ........................................................................21
Works Cited..................................................................................................................... 22
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Introduction
Swarovski is a private company that was founded in 1892; the key people in
charge of Swarovski are Markus Langes-Swarovski, Swartz Family Trust, and Nadia
Swarovski. Swarovski’s headquarters are in Australia and their products range from
figurines, jewelry and couture, home décor, chandeliers, and loose crystal element.
(www.wikipedia.com). The Tacori legacy has a different story; the Tacorian family starts
with Haig Tacorian, the patriarch of the family who in 1969 left Europe to start a new life
in the United States. Haig and his wife Gilda came to California and devoted themselves
to creating fine jewelry with a unique distinctive European flair. “Tacori’s signature
design component is defined by the unique design element of the crescent silhouette:
interlocking half-moon arcs, which provide windows of light to reflect the brilliance of
the diamonds placed within each crescent silhouette semi-circle” (www.tacori.com).
Current Social Standing
Swarovski SWOT
Strengths
+ Strong in almost every single social
media platform.
+ Very strong in Pinterest, Facebook,
YouTube, Instagram, and Twitter
+ Well-known company been around
for a long time
Weakness
- Vine needs some work
- Snap Chat
- Certain applications can use
more improvement; their social
media is good but can be much
better
- More engagement
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Tacori SWOT
Strengths
+Instagram and Facebook are their
strongest social media platforms
+ Quality products
+Twitter and Pinterest are good but can
improve
+Loyal consumers
Weaknesses
- YouTube, Vine, and Snapchat
- Not much interaction
- Update “late”
- Fairly new to the jewelry came
compared to competitors
Opportunities
+ YouTube has great possibilities
+ Collaboration with a well-known
company can increase their following
significantly.
Threats
- Tiffany & Co., Cartier, Simon G., Vera
Wang.
- Main direct competition would be
Tiffanies and Cartier. (Since they also
symbolize love and are strong with
their engagement rings)
Swarovski
Swarovski’s current social standing is pretty well; they currently are active on
Facebook, Twitter, Instagram, YouTube, Google Plus, Pinterest, and Vine. They also
have their own company blog and post on their company blog often:
§ Facebook 3,001, 838 likes
Opportunities
+ More engagements with customers
will help increase social media.
+ Continuous brand collaborations
to bring different consumers to
Swarovski (VS & Swarovski)
Threats
-Swarovski does not have a direct
threat since they do offer a very
unique line of products.
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§ Twitter 145k followers
§ Instagram 355K followers
§ YouTube 7,792 subscribers
§ Google Plus 1,181,239 followers
§ Pinterest 1,554,480 followers
§ Vine 650 followers
Swarovski is most pretty active on most of their social media platforms; the one
platform that stands out is Vine. Vine needs plenty of work, the amount of followers they
have on vine shows how inactive they are on their Vine account. The strongest platforms
would have to be Facebook, Google Plus, Pinterest, and Instagram. They are very
engaged on each of these platforms, and have a strong following. Their followers
constantly comment, like, and share Swarovski’s posts via those platforms. Swarovski’s
demographic may have to do with why certain platforms have more followers and
interaction versus others. Their demographics consist of female, 25 years of age or older,
sophisticated, business/classical, higher education level, latest trends, and quality jewelry.
Swarovski’s Facebook is pretty popular amongst their social media platforms
through their visual content, the popularity is clear. Certain images get more like, shares,
and comments which in return generates more traffic to that image and to Swarovski’s
Facebook page:
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§ 1,725 people liked this and 96 people shared it
§ 2, 380 people liked this and 134 people shared it
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The visual content that contains Swarovski’s products are the most popular and
drive the most traffic to Swarovski’s Facebook page. This past year Swarovski
announced what designers the company would be collaborating for the fall 2014 season,
this is known as the Swarovski Collective. This is a group of members of the group who
will receive financial support along with a “free reign” to experiment with Swarovski
Elements in their collections. The designer’s range from Prabal Gurung, Rodarte, Emilia
Wickstead, Alexis Mabille, and Anthony Vaccarella are all labels that Swarovski has
worked with in the past (www.wwd.com). One of the past collaborations that Swarovski
has had with was Jason Wu for his resort 2013 collection, this was through video imagery
and both brand blasted the jewelry through their own social media channels.
According to Luxury Daily, “Pieces in the Jason Wu resort 2013 collection
contain hundreds of Swarovski crystals in the shapes of insects and flowers that added to
the natural inspirations behind the collection. Jason Wu is explaining his inspiration in a
video presented by Swarovski and both marketers are cross-promoting the video and
exclusive collection images via their Web sites, Facebook and Instagram”
(www.luxurydaily.com). As Stephanie Tisch stated, “The key to a successful
collaboration is shared core values.” Even though the companies may be in different
industries the values that their customers have make the collaboration all that more
successful and possible.
Tacori
Tacori is not doing as well as Swarovski is with all of their social media
platforms. They are currently active on Facebook, Twitter, Instagram, Google Plus,
YouTube, and Pinterest; they are not active on Vine or Snap Chat. Tacori has a company
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blog as well as Swarovski does, they update their company blog pretty frequently they
have sub category’s under their blog such as events, celebrities, news, and press releases:
§ Facebook 914,851 likes
§ Twitter 22.2k followers
§ Instagram 55K followers
§ YouTube 483 subscribers
§ Google Plus 232 followers
§ Pinterest 14,384 followers
§ Vine No account
Tacori is most active on Facebook, Instagram, Twitter, and Pinterest; Google
plus, Vine, and YouTube stand out for Tacori because they need a lot of work compared
to their other platforms. Their strongest out of the entire platforms would have to be
Facebook and Instagram; they are extremely active on these and they generate the most
likes, comments, and shares. Since Tacori’s Facebook page is the most popular they
would naturally have the most visual content with the highest amount of traffic on
Facebook with likes, shares, and all interactions combined. Certain images get more like,
shares, and comments, which in return produces more traffic to that image and to
Tacori’s Facebook page:
§ 2,055 people liked this image and 44 people shared it
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§ 7,654 people liked it and 294 people shared it and 128 commented
Tacori has never had a collaboration before, except with popular fashion blogger
known as “Wendy’s Look book”. Their collaboration was Tacori’s first collaboration,
and this was called “The Promise Bracelet”, this bracelet has three pillars, each present
core values that Wendy believes in love, support, and respect. “Although Wendy is a top
influencer and style expert with impeccable taste, she also has a compelling storytelling
capability, and brings an emotional connection with our TACORI community,” continues
Adorjan Chila. “We feel like we’ve created a timeless piece that transcends fashion, and
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becomes more about the meaning of why you’re wearing this design, rather than what
your wearing, or how to wear it” (www.tacori.com).
Tacori’s Only and First Collaboration
Clear Goals of Social Media Strategy
My social media strategy is for Swarovski and Tacori to have collaboration. They
will be launching a new product together; “The Time is Now” watch. Tacori does not
carry watches, but Swarovski does. This is a perfect opportunity for Tacori’s current
customers to be introduced to a new and innovative product that Tacori has not yet
created. Swarovski carries watches so this would be a perfect combination of playfulness
from Swarovski and timeless class from Tacori. My short-term goal for this
collaboration is to increase awareness of this product launch and in hopes of this
awareness begins to spread an increase in followers for both Swarovski and Tacori,
especially Tacori since they can really benefit from the popularity of Swarovski, as well
as appeal to a different market.
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“The Time is now” will have a love story behind it; these are just the type of
storytelling the Tacori customer loves and are used too. This story will also intrigue the
Swarovski customer since it is going to be a twist that Tacori is the newest collaborator
with Swarovski. This new product will give each different market a new type of product
combination to purchase. This watch will be playful yet classy, and will come in a variety
of colors ranging from rose gold, gold, and silver.
The product launch will be set to launch from the beginning of January to June,
spring would be the ideal time for it to actually be able to purchase. The story that will be
behind this watch will be that “the time is now”, to fall in love or the time is now, to “say
how much I love you.” February is ideal due to Valentines Day and from their on to June
is perfect since many weddings happen during the summer time. If the product is
launched in the beginning of the year it would be epitome, so that the product can be in
consumers minds when it comes to feeling like “The Time Is Now”, and they want to
express what they are feeling “now”.
This product will be completely ready for purchase ideally by Valentines Day;
therefore when they hype about this product hopefully reaches its ideal market consumers
can purchase or even pre-order the Swarovski Tacori Watch before hand. The goal is to
get consumers excited about the launch that they one, cannot wait for it to be ready to
purchase it. As well as, be within the exclusivity of the time is now watch. This watch is
only going to be available for a limited time, approximately 5-6 months. Since this I a
limited edition item it will not only get the Swarovski and Tacori consumers interested
but also it will make them more eager to have such an exclusive collaboration between
these two distinguished brands. The face for this limited edition collaboration watch will
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be, Blake Lively she is the perfect combination of youthful playfulness as well as
timeless class. The product launch would be online as well as in Tacori and Swarovski
stores, once again for a limited time. The hash tag #TheTimeIsNow will also be the hash
tag product launch for the collaboration. In order to stay within our maximum 95K
marketing budget we are going to utilize our social media, since it is free. The only costs
that will impact us will be making videos, photography, makeup, hair, and the salaries of
people helping creating the launch. The marketing budget needs to last for the entire
limited time frame that the product is available for purchase. The ROI will be beneficial
with our celebrity influencer, she seems like the ideal candidate for the collaboration and
I do believe that the ROI will be worth it.
Effective Social Media Marketing
Swarovski’s consumers expect high quality, classic, innovative, unique, and most
importantly beautiful pieces. Tacori’s consumers expect exquisite, elegant, and classic
pieces with a modern twist to them. The new consumers for the Swarovski Tacori
collaboration will expect a combination of both; they will expect innovative, classic,
elegant, and uniquely beautiful pieces of each brand. The new consumers that each of
these brands will gain will not only be happy with their products, but loyal. They like and
want unique and limited edition pieces that only a few have.
Jennifer Fisher and J. Crew had a collaboration this past summer, “The collection
will consist of a series of charms and chains—which is in tune with Fisher’s propensity
for infusing jewelry with personal taste and, of course, charm. The pieces represent
Fisher’s undeniably recognizable motifs and include a lightening bolt, a crescent charm,
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and letter tags” (www.news.instyle.com). Fishers pieces each have a delicate edge about
them, what she wanted from this collaboration was so her jewelry can be worn by anyone
of any age, for any occasion. This collection is playful, elegant, and innovative that is
why this is a perfect comparable collaboration to the Swarovski Tacori “The Time Is
Now” watch collaboration.
Jennifer Fisher & J. Crew Comparable Launch Image
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Setting your Social Media Strategy for “The Launch”
“The Time Is Now” collaboration is the product launch for Swarovski and Tacori.
The product is a limited edition, as well as limited time available to purchase, watch from
the two brands. The slogan and hash tag “The Time Is Now” represents the excitement
of living your life in the present moment. For example, if you are in love with your
spouse and you want to show her how much you do love her, “The Time Is Now” watch
tells her just that, the time to tell her you love her is now. Another example for this would
be, if you argue with your spouse and you want to “make up” you buy her the “the time is
now watch” representing the time is now to make up and forget all. It purely represents,
the time is now, to do what you feel and do it without any shame; it is suppose to
represent romance, freedom, and excitement.
The goals that I have for this collaboration is for each brand to gain more
followers on all social media platforms, but more specifically in YouTube and Vine. This
launch is going to have videos and the goal is that the video are worthy of watching, and
that each video will tell a different “The Time is Now Story” with Blake Lively. This
should generate a buzz and a need to want to watch the videos, as some of them are going
to be continuations, so our consumer will definitely want to see what is going to happen
next which in turn causes more engagement and with that, a following.
There will be a total of three stories tied in with the time is now watch. The time
is now will have a series of stories from romance, freedom, and excitement on all of their
social media platforms. The story behind romance will take place in a home, our
influencer will be walking around in an oversized, cozy cardigan, and it will be a rainy
day and of course she will be wearing the time is now watch. French music will be
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playing in the background and she will walk into her bedroom, then her husband will
come from behind her, hug her, and finally kiss her. The story behind freedom will be;
our influencer walking along the beach wearing an all white bohemian style dress,
wearing the watch and just enjoying the free ocean and it will end with her starring into
the ocean looking relaxed and freed in a sense. Finally, the story behind excitement will
be our influencer traveling. She will be leaving the airport, with her suitcase beside her,
looking for a taxi to take her to her destination. Then it will show her getting out of the
taxi and her view will be the coliseum in Rome. Each of these ideas will not only have
videos but images to share all over their social media platforms. Some of the videos will
be continuations so our consumers will have to engage on a different day perhaps to see
what happens next, as well different types of engagements will happen on different
platforms:
• Pinterest
o The Time is Now boards; romance, freedom, excitement.
o Each bored will have things that represent that exactly
o Boards will be updated daily at different hours.
• Instagram/Google Plus
o Will have images from the campaign on our influencer during The
Time Is Now romance experience, freedom and excitement
experience.
o As well as behind the scene images
o Account will be updated daily
• Twitter
o #TheTimeIsNow contest; 3 randomly chosen winners will each get
the one watch.
o Who even uses the hash tag the most, and follows guidelines with
the rules will win.
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o Account updated daily, 3-6 times a day
• YouTube/Vine
o 30 second Vine videos with romance, freedom, excitement
o Short YouTube Videos with romance, freedom, and excitement
o Interviews with Blake Lively
o Behind the scene shots, etc.
o The making of the watch, etc.
o Swarovski and Tacori’s input on the collaboration
o New videos 3-4 times weekly on each platform
The watch in itself, represents the time is now, to do what you feel and do it
without any shame; it is suppose to represent romance, freedom, and excitement. That is
the feeling that consumers will feel with this product, and since it is a limited time
product, along with the slogan, the entire campaign and product is a metaphor in itself.
