Piehead

Scenario

Michael C. Fina is a world-class retailer of engagement and wedding bands, fine jewelry, designer china, Hearts On Fire, Tacori, Christofle and a Premier Wedding Registry. With Piehead, Michael C. Fina created an in-store event for their flagship store on Fifth Avenue to showcase Project Runway favorite Carol Hannah Whitfield's bridal collection and Tacori's latest line of exquisite jewelry. The objective was two-fold:

To invite as many qualified (demographic/spending habit appropriate) consumers as possible by leveraging the existing social media communities of Tacori, Michael C. Fina and Carol Hannah Whitfield.
To cross-promote the event and raise the profile of all three brands to on and off-line media.

The challenge was that there was only two weeks to accomplish all of the above.

Strategy

Piehead aligned digital strategy with email strategy to leverage the individual social media communities of each brand to increase brand awareness and sales for all three brands. Most importantly, we gained online consumers via the various Michael C. Fina social media channels (YouTube, Flickr, Facebook, Twitter), by enabling the viral sharing of online information about the event. The next step was to tie the digital audience for all three brands (Facebook fans, Twitter followers, YouTube channel subscribers, Flickr stream subscribers) to in-store activity. Finally, we brought Michael C. Fina to the attention of fans of Tacori and Carol Hannah by promoting an exciting in-store competition offering prizes from all three brands.

We are beyond happy with the way Piehead responded. They rose to the challenge, executed within the short time frame and the result was a fabulous event for all.

Jacklynn Manning, Communications and Creative Director
Michael C. Fina Inc. www.michaelcfina.com

Solution

The event itself was an unmitigated success. Because of Piehead's efforts, more than 30 members of the press and top-tier online and traditional bridal publications provided positive web, social media and traditional media event coverage. Other campaign wins include a 54% open rate on the invitation e-mail, a 57% open rate for guests that didn't attend but RSVP'd, a record number of @ mentions on Twitter and notable traffic spikes on the Michael C. Fina RSVP site, Facebook, Twitter, Tacori and Carol Hannah Whitfield sites, respectively. Moving forward, Piehead launched a post-event e-mail campaign which to date has created 200+ qualified online leads for the Michael C. Fina sales/marketing teams.

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