The Art of Proposing
A social media campaign targeting men with advices for the big step.
Challenge
James Allen recognized a disconnect between its media content and engagement from its male consumer base, particularly in terms of their knowledge of the product and their conversion rate. YummyColours was brought in to conceptualize a series of social campaigns with the end goal of conversion and brand recognition, while maintaining a unique, differentiated voice and visual presence.
Solution
To broaden the approachability and relatability of the James Allen experience, YummyColours conceived of a series of playful campaigns to engage both male and female audiences across the brand’s digital channels. For each of the campaign’s series, YummyCoulours developed the creative concept, including storyboards and scripts, and saw the creative through from direction to post-production.
Influencer Videos
Each video was informed by research on the three most searched topics for ring shoppers: Choosing the Perfect Shape, Engagement Ring Styles, and Carats 101. The content wittily provides advice targeted to people on the cusp of proposing.
For this series, YummyColours concepted and directed the influencer videos to be dispersed across James Allen’s social channels. They partnered with blogger and influencer couples R'el + Marcus, Hoang-Kim + Johnny, and Jo + Kemp. The three couples were the perfect voices for James Allen’s endearing, lighthearted visual and tonal storyline, and their influencer credibility strengthened the messaging and accessibility of the content.
Art of Proposing
The first of the digital assets was a series of animated gifs titled the “The Art of Proposing.” These were designed to drive traffic and shareability from Facebook and Instagram, with both content and voice targeting the “modern man” by humorously offering advice for the big moment—proposal. With this series, YummyColours directed content with a clear focus on broadening male-based engagement, while providing clever content to bolster brand experience for both male and female consumers.
Results
Purchase conversion rates as a direct result of video engagement were up nearly 8% for males and 55% for females, with the campaign outperforming all other James Allen digital video media employed that year.
Credits Videos
Client: James Allen
Creative Direction: YummyColours
Director: Michael R. Belcher
Wardrobe: Doria Santlofer
Hair: Shane Thomas
Makeup: Julia Joseph
Nails: Kelly B
Copy: Emily Rae Pellerin
Prop Stylist: Morgan Levine
Editor + FX: Konrad and Paul
Colorist: The Mill
Sound: Colin Alexander
Production: Remote Control Productions
Credits Photos
Client: James Allen
Creative Direction: YummyColours
Photography: Adrian Mesko, Julia Comita
The Art of Proposing
A social media campaign targeting men with advices for the big step.
