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Links of London discusses strategy behind top-performing multichannel campaign

May 27, 2011

British jeweler and watchmaker Links of London launched a multichannel treasure hunt to increase brand awareness and push products, resulting in one of its most successful campaigns.

The jeweler used social media, mobile, in-store and its Web site when it launched a gnome-themed scavenger hunt which resulted in bracelets for participants. Links of London used a friendship theme to encourage buzz around its friendship bracelet, the prize for the winners.

“We strive for a seamless transition across all channels,” said Caroline Rolfe, ecommerce manager of Links of London, London. “We try to look for everything from Facebook to print that actually sync with each other.

“We also do promotions that drive online to instore,” she said.

That’s what friends are for
Links of London took full advantage of all channels for this campaign.

The scavenger hunt worked by the brand putting clues on its Facebook page that led participants to a gnome.

The participants took pictures of themselves with the gnome with their phones and brought it back to the store.

They were then rewarded with branded gifts and were encouraged to upload the pictures of themselves, their bracelets and the gnome onto the Links of London Facebook page.

The brand built hype for the contest by emailing its customers and telling them about the contest in-store.

The gnomes also had their own YouTube videos to give extra voice to the campaign.

After the campaign, the sales for the friendship bracelet leapt 16 percent and surpassed Links of London’s most popular model.

In general, jewelry sales for the brand increased.

Links of London found that its main take away from the campaign was that it built strong ambassadors for the brand.

Whenever there was a problem with other campaigns in cities other than London or problems with the brand’s Web site, those who participated in the first event quickly came to Links of London’s rescue.

“It’s amazing how engaged customers can get if they know that this is the potential of winning,” Ms. Rolfe said.

Multichannel marketing
Tactics are a good way to begin a marketing strategy, but the best chance that a brand has is a multichannel approach.

Some brands, such as Mercedes-Benz, use a multichannel strategy in their campaigns.

Mercedes has television commercials that are supported by its print ads, which are further supported by mobile applications (see story).

Using a multichannel approach is obvious, but some brands do not realize that when they update one part of their strategy, they should update the other parts to complement it.

Links of London is looking to include other smartphones in its mobile strategy.

The brand already has an iPhone app that gets approximately 75-100 downloads a day.

Brands should be constantly tweaking their multichannel strategy, which is exactly what Links of London is doing.

“Multichannel is about opening your brand to consumers to interact with you and purchase from you in the most convenient way for them to do so,” Ms. Rolfe said. “Online is absolutely part of the mix as far as how you approach the brand.

“It’s also about joining all your channels to replicate the customer experience of your brand and present a unified front to your customer so that they have the best and most holistic view of your brand,” she said.

Rachel Lamb is an associate reporter on Luxury Daily. Her beats are apparel and accessories, arts and entertainment, education, food and beverage, fragrance and personal care, government, healthcare, home furnishings, jewelry, legal/privacy and nonprofits. Reach her at rachel@napean.com.