James Allen

Campaign

Unmute

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.

Unmute

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.

Illustrations showing part of the storyboard for one of James Allen's influencer videos.

Grid image of nine photos showing behind the scenes shots from James Allen influencer video shoot.

Unmute

Image showing part of a storyboard for one of James Allen's influencer videos.

Image showing two people at a table wearing pink hard hats. The table and the seamless are soft pink and microphones are showing. On the table are three green small plants in gray vases.

Image showing person sitting in a green chair. They are wearing a denim jumpsuit and white sneakers and the seamless is petal pink.

Image showing behind the scenes where two of the influencers are high-fiving each other in between takes. They are sitting on dark green chairs on a soft pink seamless.

Image showing the clapboard from the influencer video shoot.

Throughout the last 5 years YummyColours and their team have elevated our brand visually, bringing strong differentiation as well as overall consistency. Their creativity and understanding of both the visual and business goals produced an output that we felt proud of. YummyColours always felt like an extension of our own team they're innovative, professional and always a true pleasure to work with.

— Shannon Delany, CMO James Allen