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John Hardy leverages digital marketing to anchor holiday celebrations

February 6, 2012

John Hardy Year of the Dragon bracelets

Balinese jeweler John Hardy is leveraging much of its marketing this season on holidays, emphasizing especially the Chinese New Year and St. Valentine’s Day in its recent campaigns.

The brand has created a special Facebook tab that encourages users to highlight their favorite John Hardy pieces and share them for a chance to win a prize. Additionally, creative director Guy Bedarida has recreated the label’s Naga collection in light of the Year of the Dragon with a different piece meant for each zodiac sign.

Share the love
John Hardy is taking advantage of the upcoming Valentine’s Day through a special promotion and contest on its Facebook page at http://www.facebook.com/johnhardyjewelry.

In fact, the welcome page for new visitors features an invitation to like the brand for a chance to win a piece from the Valentine’s Day collection.

John Hardy Facebook welcome page

Additionally, all current fans of the John Hardy page are invited to take part in the contest through a dedicated Facebook tab.

To participate, consumers are asked to vote on their favorite piece from the men’s or women’s Naga collection and share it with their Facebook network.

After sharing, they are asked to submit a few details such as mailing address and email address so that they can be notified if they have won.

Consumers must uncheck the “yes, I’d like to receive news from John Hardy” box if they wish to opt-out of the brand’s newsletter.

Requiring fans of the brand to enter more contact information will likely increase the brand’s email and direct mail databases.

John Hardy will be choosing one male and one female winner on February 14th to receive the most-voted pieces from the Naga collection.

Dragon’s wrath
The Facebook tab also links through to the John Hardy Naga collection Web site.

John Hardy Web site homepage

The Naga collection is a signature line from the jeweler that has been redesigned this year by Mr. Bedarida in honor of the Year of the Dragon.

While the Naga has always been a symbol of good fortune and prosperity in the Balinese culture, the dragon symbol is more powerful this year as a marketing tool due to the hype of the Chinese New Year and Year of the Dragon.

Therefore, Mr. Bedarida has dedicated one Naga bracelet to each of the zodiac signs.

John Hardy has created specialized content to educate people on the symbolism of the Naga and the Year of the Dragon.

John Hardy Cancer zodiac sign page

Additionally, the brand has created a zodiac timeline on which a consumer can choose their sign and find out what the Year of the Dragan has in-store for them.

On each page is a large image of that sign’s personalized Naga bracelet.

Indeed, John Hardy recently relaunched its Web site and it has since become a powerful platform for the brand.

Final Take
Kayla Hutzler, editorial assistant at Luxury Daily, New York

Kayla Hutzler is an editorial assistant on Luxury Daily. Her beats are automotive, consumer electronics, consumer packaged goods, financial services, media/publishing, software and technology, telecommunications, travel and hospitality, real estate, retail and sports. Reach her at kayla@napean.com.