Optimization Summit 2013

Session Title

DANNY GAVINVice President, Director of MarketingBrian Gavin DiamondsHow a Custom Jewelers' Creative Vine Campaign Reached 6 Million Loops

Danny GavinVice President, Director of MarketingBrian Gavin Diamonds@dannygavin

SAMPLE MODERATOR QUESTION: Tell us about your role in the company and how you and your company are trying to serve your customer.

About Brian Gavin Diamonds customers

Jewelry Suppliers

Big box retailers

Department Stores

Ecommerce Stores

Chain Jewelry Stores

Local Jewelry Stores

SAMPLE MODERATOR QUESTION: What was your transformational moment?

Jewelry Suppliers

Big box retailers

Department Stores

Ecommerce Stores

Chain Jewelry Stores

Local Jewelry Stores

How can we compete with our established online and local competitors?

SAMPLE MODERATOR QUESTION: What was your transformational moment?

2010What would be next?Innovation Timeline

2011201220132014

We needed a cost-effective method that could help us stand out amongst the competition.

SAMPLE MODERATOR QUESTION: What was your transformational moment?

We needed a cost-effective method that could help us stand out amongst the competition.

SAMPLE MODERATOR QUESTION: What was your transformational moment?

Social networkShort-form video sharing

SAMPLE MODERATOR QUESTION: What was your transformational moment?

When entering new territory, reach out and work with experts in the field

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Dont oversell

Vine strategies

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Dont oversell

Be true to the platform

Vine strategies

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Dont oversell

Be true to the platform

Be timely and relevant

Vine strategies

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Dont oversell

Be true to the platform

Be timely and relevant

Distill

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Vine strategies

Ideally images have no borders or background

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With nearly 450k loops in a week, this ad gets straight to the point. It uses stop motion and special effects to not only amaze the viewer, but tug at those emotions of happiness and nostalgia that an engagement ring can bring. Andy Smith, reelseo.com

Results Vine What You Need to Understand: Compared to your average 30 second commercial, an individual watches one Vine 4 5 times.!8.8 million vine loops

Approx. 2.18 million views

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SAMPLE MODERATOR QUESTION: You did a big campaign and you got amazing results for this session, were only focused on one aspect of that campaign lets talk about that

Results Email with Vine-related contentWhat You Need to Understand: Vine content can be and should be repurposed across all of your marketing channels.

23% increase in Open Rate1,241% increase in CTR

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SAMPLE MODERATOR QUESTION: You did a big campaign and you got amazing results for this session, were only focused on one aspect of that campaign lets talk about that

What You Need to Understand: There are no direct links in the Vine platform!Results Website

13% YOY increase in total traffic*20% increase in direct traffic***Q1 2015 vs. Q1 2014, **H2 2014 vs. H1 2015

SAMPLE MODERATOR QUESTION: You did a big campaign and you got amazing results for this session, were only focused on one aspect of that campaign lets talk about that

Results Brand Positioning

Results Recognized in best of 2014 campaigns

#1#2

http://www.jckonline.com/blogs/cutting-remarks/2014/12/24/my-10-favorite-jewelry-promotions-2014

Dont be afraid to embrace new platforms, even if the road is unpaved before you.

Thank YouDanny Gavin@dannygavin