The International Gem and Jewelry Show is America’s longest running, direct-to-consumer jewelry tradeshow.
The shareholders needed to see a digital strategy that was guaranteed to increase ticket sales using video and social media.
They needed video content that could double as a TV commercial, and that would create excitement around a special event during the show in order to drive traffic to the website and increase ticket sales.
They needed display ads that would drive website traffic and increase awareness for the special event across a variety of websites.
The marketing strategy called for a series of 6 creative campaigns, each featuring a mix of video and display media. These campaigns ran for 5 weeks prior to the event. The creative for each campaign was based on a specific targeting strategy designed to reach jewelry fans through each individual platform and channel.
After 5 week advertising period, total website traffic was 37.41% (more than 80,000 visits) over previous year.
48.94% increase in new users which contributed to over $1M revenue.
65.63% increase in ticket sales during a weekend of The International Gem and Jewelry Show.
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