As an American maker of luxury accessories, William Henry’s brand operates in the low-volume, high-value, $14 billion-per year category of men’s jewelry that’s hunting the same elusive target as so many other consumer markets: Millennial loyalty.
Their RFP centered on a simple print-supported digital campaign for Pulse, their latest collection. eROI saw a bigger opportunity.
Our research expanded from simply understanding their users' behavior to mining the cultural semiotics of Fashion Week, the psychology of wealthy consumers, mythopoeia, and Joseph Campbell.
Luxury consumers, especially in fashion, use digital tools and social media to learn about and connect with brands. The most successful brands focus on promulgating a singular, engaging narrative, monitored by a specific set of performance metrics. A key brand difference between quotidian accessories and luxury fashion lies in clarifying who the consumer is, and placing them front and center.
William Henry was missing an opportunity to connect their products’ value to their unique customer segments, current and potential, while broadening the social currency for men’s jewelry. Led by my story concept—William Henry makes talismans for modern heroes—our campaign pitch delivered three core concepts:
First, focusing on the audience as hero, the idea that William Henry customers can connect to four archetypes (Warrior, King, Mystic, Poet) through four archetypal forms (knife, bracelet, cruciform, ring).
Next, exploring timelessness and immortality, as embodied by each product’s materials (fossils, meteorites, mammoth bones, worked metal).
Finally, redefining notions of masculinity to center on possibilities instead of restriction.
Every legend has a hero.
Every hero needs a talisman.
Find your legend.