Social Media Marketing Case Study: Blue Nile

Blue Nile

Project Information

Client: Blue Nile
Title: Leave nothing to chance
Tags: influencer campaign, pr, packaging design

Creative Direction and Concept CROWN SOCIAL


The challenge

Blue Nile needed help expanding the appeal of their leading online diamond and jewelry marketplace beyond engagement rings. With their traditional Holiday dollars reserved for rings, they wanted a cost effective way to tell consumers about their other gift options.

Our strategy

Cut thru the noise with 14 karat gifts spanning Blue Nile’s collection delivered directly to social media and blogger influencers.

Handpicked influencers

CROWN identified and reached out to 140 micro-influencers and 10 macro-influencers, from celebrity party planner Mindy Weiss to Loverly writer Kellee Khalil. We did all the legwork required to get their personal info so that we could send them a personalized surprise.

Handcrafted work

CROWN created a full packaging kit complete with original line art inspired by Blue Nile jewelry, designed to complement the company’s website colors while harkening back to a lost time when gifts came tied in string and wax stamped with the bearer’s monogram. A two-color embossed, letter-press style belly band and matching card with hand-written calligraphic greeting complete the gift package.

Surprise & delight

The surprise packages were a huge hit, with all but one targeted influencer producing posts that showcased a wide variety of jewelry to their audience, reinforcing the message that Blue Nile wasn’t just for engagement rings and putting Blue Nile at the top of many customers Christmas Wish Lists.

Press pickup

If that wasn’t enough, the campaign generated press pickup in InStyle and TheStreet that added bonus earned media value.

Moving the needle

Between the influencers we reached and the press pickup we got, this cost-effective gifting campaign generated more than $120K in earned media value for nearly a 3x return on investment.

Oh, and we won some awards

CROWN and Blue Nile took home a local and regional ADDY award in the “non-traditional campaign” category.

A cherry on top for a job well done.

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