Zales Jewelers

A campaign that was made to shine

Insight

Zales Jewelers came to us with a big problem. How can they reach a younger millennial audience and revitalize their old school image that catered to an older demographic?

Zales was a heritage brand and well known with older people who purchased fine jewelry. But what about the Millennial and GenZ audience who was coming of age and frequented the shopping malls where Zales stores were usually located?

Idea

We convinced Zales to reimagine their brand. We wanted to give the brand a slicker, more modernized look that would appeal to a younger Millennial and GenZ audience. We used colors and tones that were vibrant and inviting. We catered our messaging toward a more youthful vibrant audience with direct verbiage that would appeal to their purchasing prowess and decision making.

We spoke to them on the platforms that they visited the most. Facebook Instagram and Twitter were the top three platforms that we chose to target our new audience. We would deliver messages based on deep data and insights delivering them at the right time to the right person for the highest ROI.

We wanted to let consumers know that Zales was no longer their parents jewelry store where you can only purchase engagement rings. We touted the fact that there was a multitude of different jewelry options for every day wear. And let them know that no matter what the occasion Zales had all of their jewelry needs covered.