STRATEGY CREATION
KIMBERLI
Project: jewelry brand Kimberli
Location: Kyiv, Ukraine
Features: A brand with a decade-long history and a distinct image, high product cost, and exclusivity.
Duration: 1 month (2024)
Kimberly is a Ukrainian jewelry house with a rich history. The brand sells jewelry online and is represented offline in stores across the country, with a namesake bar and showroom in Kyiv.

The task was to develop a new social media strategy for Instagram aimed at differentiating from competitors and increasing engagement. To achieve this, I closely examined the brand and its values, analyzed the audience's purchasing behavior and triggers, evaluated existing content, and studied competitors. In terms of gender distribution, the purchasing power is 60/40 men/women, but Instagram's audience is predominantly female, with almost 88%, which is quite common in this sphere.

WHAT WAS DONE

  • Concept Development: Defined the concept to be communicated on Instagram, our primary focus: "Entrance to the Luxury." This introduces the world of premium jewelry and diamond investments. We have a long history and image in the classic jewelry segment, but we are bold enough to experiment, push boundaries, and become trendsetters in modern collections.
  • Content Strategy: Identified content types to support this vision. Classic e-commerce content should occupy no more than 30%, however, we maintain around 80% of direct selling posts but change the approach. We add VFX videos (reference), video reviews, team stories (video references by Cartier #1 and #2), and wishlists. For example, wishlists can showcase entire collections or support newsbrakes, like a Valentine's Day wishlist or jewelry our stylists would choose for the red carpet. We are not afraid of bold experiments. Perhaps our audience is tired of just old money and clean vibes. For instance, an unexpected collaboration: using a shelter cat for a photo shoot to popularize and support charity.
  • Text Adjustments: Refined the language, avoiding overly grandiose words that don't convey our values effectively.
  • Influencer Collaboration: Previously, there was no work with influencers.

I proposed the following formats:

  1. Barter with major bloggers
  2. Collaborations with stylists
  3. Creation of UGC content on demand
  4. Offline events at the Kimberly bar

My Vision: focus on one collection and promote it through bloggers of various scales, using different approaches. For example, the brand has a relatively affordable patriotic jewelry collection. These pieces fit perfectly with modern Ukrainian outfits created by microbloggers and UGC creators. Stylish press kits with jewelry are ideal for barter collaborations with big Ukrainian fashion bloggers. Additionally, it's good to create "a day with Kimberly" videos with these bloggers, showcasing the production process, fittings, and ending with a concept discussion at the bar — referencing and drawing inspiration from Vogue.

The brand has a fantastic location in central Kyiv — a brand bar and showroom with jewelry. We should utilize it by inviting bloggers while setting a dress code with Ukrainian motifs, organizing photo and video shoots, themed contests, and complementing our guests' looks with vibrant jewelry from the display. We should also invite journalists and stylists, gaining additional coverage through media announcements and post-event articles.