Influencer Pitch

Influencer pitch delivers for artisan jewelry company

Getting attention for merchandise during the holidays was tough, but strategic approach prevailed.

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James Avery Artisan Jewelry wanted its products on consumers’ minds during the 2018 holiday season. What merchandise company doesn’t? With so crowded a field, the company reached out to Citrus Advertising and Moroch Partners to coordinate an influencer outreach program, recruiting at least 40 influencers with national and local reach to showcase its jewelry. The approach Citrus Advertising took delivered the goods—and earned the agency first place in the “Influencer Pitch” category of PR Daily’s Media Relations Awards

Targeting mommy bloggers and fashion bloggers during the holidays is a challenge; their influence is in high demand. The team identified its targets using influencer marketing platforms that allowed them to vet and reach out to the right influencers.

The pitch provided influencers with the angle for their posts: the idea that James Avery jewelry fits into every relationship, interest and lifestyle. Purchases could be a gift to commemorate a first Christmas as a couple, a gift for a loved one or other occasion-oriented events. The pitch also included a look at the company’s values, which has become an increasingly important consideration among consumers.

From the list of 80 influencers pitched, 40 accepted the offer, agreeing to cost-per-mention rates that wound up at $2.27, well below the $10 industry standard, helping achieve a final campaign ROI of 40:1. The posts by the influencers generated 375,00 engagements and 1,212 website visits.

Congratulations to the team of Rachel Deems, Jen Munoz and Katie Nichols.

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