Articulating its position as an experienced brand forerunner
When Matrix was approached by Liali Jewellery we identified a triple task - raise visibility, build trust and establish credibility, all in the context of fierce competition in the jewellery industry. The company wanted to demonstrate their expertise and craftsmanship to help customers to differentiate their brand from the rest. Our team was up for the challenge!
The Dubai-based jewellery tasked the agency with the mandate to build and strengthen the brand, enhance its corporate identity, as well as maximize its visibility through the media. Matrix saw a way to pull Liali away from the crowded market by using chosen media platforms frequented by their customers. The messages were designed to increase visibility and stimulate fresh purchase opportunities. Majoring on Liali's superior product quality and market leadership we engaged customers about these values.
Cut-throat competition from regional jewellers
Low visibility across all media
Building trust and credibility within the media, consumers
Expertise and craftmanship not well know
There was low brand awareness especially by the media.
Hence the media did not fully understand the brand, what it had to offer, its expertise, and what it stood for.
Consumers on the other hand couldn’t easily differentiate the brand from its competition as a result of low brand visibility.
Our messaging was centered around the twin-strengths of expertise and experience which had positive appeal. This was supported by events and tie-ups. The agency formulated a strategy anchored on three key areas - Image, Media Relations, and Events & Collaborations.
The PR plan encompassed activities that would ultimately position the jeweller as a leader, a respected player in the industry, and also showcase its quality designs.
Events And Collaborations
The agency's strategy was an instant success with the PR activities immediately gaining traction with the media.
Its media relations efforts sparked a keen interest in the jeweler by the mainstream media as well as the blogging community creating an opportunity for the brand to highlight its creations, expertise, and deep knowledge of the industry.
The result was regular media mentions and collaborations with the online community.
Press releases got wide coverage across the targeted media - print and online
Pitched interesting stories which got covered widely. Media attendance/coverage during launches was also impressive
Collaborated with key influencers in the region creating a buzz across digital platforms
Held successful competitions in key publications and radio stations resulting in enhanced awareness
Leveraging the power of media and influencer endorsements to add credibility to a brand