Last year, Danny Gavin, VP & Director of Marketing for Brian Gavin Diamonds, was tasked to find a cost effective method to compete with established online and local competitors through the use of social media that would establish brand identity, increase web traffic and increase sales. With the increased buzz surrounding emerging social platforms, Danny decided to foray into the world of Vine, a short-form, video-sharing service hardly touched by jewelry companies. With the help of some of the world’s top ‘viners’, Danny and his team rolled out an integrated marketing campaign, producing sparkling results right from the get-go, generating over a million viewings in the first few weeks. In this session, Danny will explore the steps to his campaign's success, including: • How to create a big splash using social • How to produce content that works on Vine • How to judge the success of a Vine campaign

1. Session Title
DANNY GAVIN
Vice President, Director of Marketing
Brian Gavin Diamonds
How a Custom Jewelers' Creative Vine
Campaign Reached 6 Million Loops

2. Danny Gavin
Vice President, Director of Marketing
Brian Gavin Diamonds
@dannygavin

3. About Brian Gavin Diamonds customers

4. Jewelry
Suppliers
Big box
retailers
Department
Stores
Ecommerce
Stores
Chain
Jewelry
Stores
Local
Jewelry
Stores

5. Jewelry
Suppliers
Big box
retailers
Department
Stores
Ecommerce
Stores
Chain
Jewelry
Stores
Local
Jewelry
Stores
How can we compete with our
established online and local
competitors?

6. 2010
What would
be next?
Innovation Timeline
2011 2012 2013 2014

7. We needed a cost-
effective method
that could help us
stand out amongst
the competition.

8. We needed a cost-
effective method
that could help us
stand out amongst
the competition.

9. Social network
Short-form video sharing

10. When entering
new territory, reach
out and work with
experts in the field

11. 1 Don’t oversell
Vine strategies

12. 1
2
Don’t oversell
Be true to the platform
Vine strategies

13. 1
2
3
Don’t oversell
Be true to the platform
Be timely and relevant
Vine strategies

14. 1
2
3
Don’t oversell
Be true to the platform
Be timely and relevant
Distill4
Vine strategies

15. 15
Ideally images
have no borders
or background

16. 16

17. 17

18. 18

19. 19

20. 20

21. 21

22. 22

23. With nearly 450k loops in a week, this ad gets
straight to the point. It uses stop motion and
special effects to not only amaze the viewer, but
tug at those emotions of happiness and
nostalgia that an engagement ring can bring.
“
”Andy Smith, reelseo.com

24. 24
Results – Vine
What You Need to Understand: Compared to
your average 30 second commercial, an
individual watches one Vine 4 – 5 times.
!
8.8 million
vine loops
Approx. 2.18 million views

25. Results – Email with Vine-
related content
What You Need to Understand: Vine content
can be and should be repurposed across all
of your marketing channels.
23% increase in Open Rate
1,241% increase in CTR
!

26. What You Need to Understand: There are no direct links in the Vine platform!
Results – Website
13% YOY increase in total
traffic*
20% increase in direct
traffic** *Q1 2015 vs. Q1 2014,
**H2 2014 vs. H1 2015

27. Results – Brand Positioning

28. Results – Recognized in best of 2014 campaigns
#1
#2

29. Don’t be afraid to embrace new
platforms, even if the road is
unpaved before you.

30. Thank You
Danny Gavin
@dannygavin