Luxury Jewellery: Monica Vinader

Art Direction

20 Feb

Role Creative Content Manager
Year 2018 - 2020
Collaborators Leanne Banks, Emily Fairbanks, Fran Farrell
Client Monica Vinader

Brief
Lead a comprehensive brand repositioning project that focuses on developing social-first content strategies and establishing a distinct visual tone of voice (TOV).

Goals

Define creative direction and brand identity by bringing content production in-house
Consider data-driven insights into customer behaviours to guide styling and design to increase units per transacion (UPT) and conversion rate optimisation (CRO). Meeting needs of new produc launches (NPD) and best-selling SKUs.
Deliver digital and print assets for e-commerce and in-store activations of brand repositioning.

The context

When I joined Monica Vinader we used an external agency to produce our seasonal content.

Over a 6 month period we would have roughly 30 stills and 5 videos to present all NPD launches and best-selling lines across all marketing touchpoints.

The Problem

Request
As the business grew and marketing demands across both organic and paid social began to yield significant results it became clear that the content library was not meeting business needs. The priority was to deploy, test and learn as much as we could and we needed an asset library that could support this.

Current Solution
In order to meet these requests with the current asset library, we have relied on re-touching to modify existing assets, particularly for metals, stones, and engravings. We also used alternative crops of single images, leading to repetition and consumer fatigue. While this aimed for a refreshed appearance, it diluted our brand image, often resulting in subpar representations that did not meet our quality standards or marketing message.

The Priorities

Quantity & Frequency: The acceleration of social media engagement necessitated a substantial increase in our posting frequency, requiring multiple daily updates. A significant enhancement of our visual content would be essential, while still upholding our return on investment (ROI). It became evident that the existing approach diminished content quality, posing a risk to the brand's long-term integrity and relevance.
Social First: Paid media marketing has rapidly evolved into the leading revenue-generating component of digital marketing for the business. A comprehensive understanding of our customers, including their preferences and positions within the brand's sales funnel, is imperative for our strategic alignment.
Styling: Our content library predominantly emphasized new product developments (NPD), neglecting our established brand favourites which were our main revenue drivers. This strategy has proven insufficient for customer acquisition and hindered our efforts to attract new customers.
Brand Personality: The dynamic nature of social media has transformed it into a key platform for consumers to engage with, understand and adopt brand narratives. The highly polished campaign imagery currently utilised does not support our shift towards a social-first brand identity. In order to remain relevant it was integral we began to show the brand’s personality.