PGI Promote platinum jewelry popularity
Platinum Guild International USA is going after millennial consumers by playing on their emotions in a major multi-media campaign launched in October.
PGI-USA held focus groups in Boston, Dallas and Los Angeles to craft its new positioning line: “Some things never fade. A love that’s true. A ring that’s platinum.” The new message taps into what millennial consumers hope for in their marriage--that the quality of the love they have now will last a lifetime--in the same way that platinum retains its color through the years.
PGI-USA learned through its research that consumers were not aware that platinum does not change color or fade unlike other metals and found that information highly motivating and distinctive in their purchasing decisions.
“This positioning is a significant departure for PGI as it marries the aspirational motivation of the consumer with a functional quality of platinum. By tapping into what millennials hope for in their marriage, it justifies platinum’s cost in a way that is both persuasive and relevant,” said Huw Daniel, president of PGI-USA.
Platinum jewelry from a broad selection of platinum manufacturers and jewelry designers in a wide range of price points will be showcased in each of the ads and advertorials. The campaign will appear in bridal and fashion publications such as The Knot, Martha Stewart Weddings, InStyle and Cosmopolitan.
By using emotionally charged words like “enduring” and “eternal,” the campaign references not only the relationship of the couple that is getting married, but also the durability of the platinum setting and the fact that the metal never changes color.
In one of the advertorial units, which shows photos of a smiling, 20-something couple, surrounded by pairs of platinum engagement rings and bridal bands, the messaging reads, “Enduring: A platinum setting is unmatched in its ability to hold stones safe from the stress of daily wear, which means your platinum ring will be secure for a lifetime. Eternal: Unlike other metals, platinum never fades or tarnishes, and it keeps its natural white color for a lifetime.” The idea is to connect with the consumer and provide a direct reasoning for choosing platinum.
PGI-USA will also use online and social media outlets to promote the white-hot metal. Initiatives include consumer generated platinum engagement tips on Glamour.com, Facebook contests, polls on Brides.com and One Wed, and a dedicated platinum section on the Martha Stewart Weddings Web site. Grooms will also be targeted through a budget calculator featured on GQ.com.
In January, the campaign will be available for in-store usage by PGI Preferred Retail Partners.
Visit PlatinumGuild.com for more information on the new campaign and to see a selection of ads and advertorials.
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