As the creator of several high-profile jewelry pieces for celebrities, a New York City-based Diamond District jewelry store with a strong e-commerce program sought to strengthen its online presence and solidify its reputation as a unique custom jeweler. Celebrities like Lil Wayne and Pauly D use the jeweler’s services, so the store wanted to bring national attention to its brand by generating earned media coverage about its success in attracting famous customers. Another goal for the jeweler was to increase traffic and links to its website and establish it as the go-to destination for jewelry, including custom-designed pieces.
To achieve its multi-faceted goals, the jeweler recognized it needed help from a reputable national public relations firm with a verifiable track record of generating high-profile earned media coverage online and rock-solid results. After a search, it selected Axia Public Relations based on the PR firm’s proven ability to generate online traffic, leverage relationships with major new media outlets and its strong experience with e-commerce and web marketing.
The jeweler sought to drive online sales, so Axia recommended a PR program focused on producing earned media coverage online. Such coverage would create live hot links back to the store’s website, making it a one-click process for readers to learn about the jewelry and services and make purchases online. Links from news and information sites with high levels of traffic – high page ranks – would enhance search engine rankings and drive direct consumer traffic to the company’s online store. In addition, Axia’s PR strategy included immediately launching a high-impact media outreach campaign to promote the company’s celebrity clients and tell the story of the company’s launch and growth, positioning it as a leader in the custom jewelry industry.
Axia showcased the jeweler’s one-of-a-kind expertise in crafting exquisite pieces and drew attention to its unique relationships with high-profile personalities. The PR firm established relationships with well-known celebrity magazines, websites and blogs to share news of recent and upcoming purchases by celebrities, musicians and athletes. Axia also further developed its relationships with top jewelry industry magazines and trade publications and pitched stories about the unique pieces that the company creates for celebrities.
Axia’s efforts soon yielded accomplishments as coverage about the personalized designs for various celebrities began to mount. When R&B singer Ciara received her 15-carat custom-designed and -created engagement ring – given to her by hip-hop artist Future – Axia had already assembled the relevant facts, refined the messaging for optimal client recognition and reached out to strategic media contacts. The result was even more coverage, including stories by media icons such as E! Online, ExtraTV Online, Jet Magazine, People, Star Magazine, The Huffington Post and US Weekly, to name a few.
In addition to coverage surrounding Ciara’s ring, Axia netted considerable media coverage concerning several other high-profile projects Avianne & Co. completed for other celebrities. This included MTV reality star Pauly D’s Cuban link chain and the engagement ring that Love and Hip Hop’s Jim Jones presented to Chrissy Lampkin. Media mentions included placement in Bizwire, Celebrity Huffington Post, Diary of a Hollywood Street King and Radar Online. Jet Mag online and the industry trade publication JCK published other notable media stories. Axia also secured stories in media outlets such as Eyewitness News, Hello!, Reuters and VH1.
Altogether, Axia Public Relations got more than 560 articles published about the company, products, services and custom jewelry projects for celebrities. The media coverage Axia secured created awareness, understanding, trust and consideration for Avianne & Co. among audiences totaling more than 680 million consumer impressions.
This case study included $6.5 million of AVEs, at Axia we prefer better metrics to show the value of earned media coverage. Check out why you should stop using AVEs to measure earned media coverage.
To learn how we can help your consumer goods company achieve similar results, contact us today at 888-PR-FIRM-8 (888-773-4768).