Swarovski #SparkDelight
Creative Strategy
Campaign Strategy
UX/UI
Animation
Social Media
Development
Print
Igniting positivity and joyfulness
Since 1895, founder Daniel Swarovski’s mastery of crystal cutting has defined the company. His enduring passion for innovation and design has made it the world’s premier jewellery and accessory brand. Swarovski looked to Eleven to help them innovate and create a digital experience that matched their brand purpose, to #SparkDelight, which is today, more poignant than ever.
Aimed to ignite positivity and to make each day feel special by spreading delight in each moment, we supported Swarovski to add that little extra Sparkle into the lives of their community.
We worked closely with the UK Swarovski team to launch a time limited #SparkDelight Christmas Competition. This was a user initiated experience with heart warming and purposeful content built from user entry. It required the Swarovski community to take part and share what has been their #SparkDelight moment of the last year.
The objectives of the campaign were multifaceted, but all were centred around participation and sharing in-store & online. Swarovski wanted to Spark Delight back in to the community by offering 1000’s of sparking prizes to be won daily in a fair and fun environment, no matter the situation customers found themselves in.
We were tasked to bring to life a digital experience that was accessible to both in-store customers and those online. For stores, an objective was to increase footfall. We did this by providing a safe, fast and distanced activation using QR technology. An objective for online was for users to experience the same activation no matter their location. All entrants were encouraged to share their messages of joy and positivity - 1000’s of which were all posted live on the Swarovski Message board, building a brand led user generated content experience.
A campaign objective was to increase footfall in-store. Using an accessible and strategically placed QR code as the competition entry mechanism, customers lined up in queues had the opportunity to scan and play. It successfully attracted participation beyond expectations.
18,079 Global users
7,055 Messages shared
4,290 Unique QR scans
#SPARKDELIGHT
Focussing on positivity and joy, entrants were asked to leave their own #SparkDelight moment - a personal moment posted to a public message board. Each day of the competition, entrants could share a message, posting it online in an experience fitting the festive period. Eleven designed, animated and developed a front end message system that was a seamless and fast branded experience for the user. It also required a content management system build that allowed for administration and vetting of messages, content and data.
“Aimed to ignite positivity and to make each day feel special by spreading delight in each moment”
Building on the concept of sparkling moments, we delivered JSON code animations across the campaign site, which allowed for rich content to be loaded at fast speeds. User initiated game sequences were designed and implemented, along with bespoke code scripts providing a winning or losing route for each player. Every user had the chance to win instant prizes, redeemable online or in-store. Each user was simply asked to turn on the Swarovski Christmas tree lights - if the lights stayed on and did not fuse, they were a #SparkDelight winner.
To provide an end to end digital experience for every user, email triggers were set to notify entrants of successful entry, prizes won and reminders of how to redeem sparkling gifts.
We looked at every step of the user experience and made sure all communication was appropriate, detailed and useful. We designed and delivered a email trigger system using a 3P ESP making sure emails were hitting inboxes, not junk folders.
8,903 Requests
99% Campaign reputation
41.87% Unique opens
55.92% of total users entered via in-store QR code scans
Placed in areas that are accessible and clearly visible for scanning. The QR code was trackable giving location data in realtime.
Celebrating 125 years
Branded print materials were also provided as part of the campaign activation. Campaign creative was designed to effortlessly work side by side with the master brand creative, celebrating 125 years of sparking delight.
Having Swarovski choose Eleven as their digital creative agency for this campaign was the perfect partnership. We pride ourselves on delivering experiences for everyone. Being able to have the opportunity to capture and share such heart-felt messages from the Swarovski community was a privilege. Beyond executing a competition activation, we were tasked to deliver a campaign that was the perfect antidote for the situation all of us were in at the end of 2020. We successfully brought the brand campaign closer to the Swarovski community using existing digital channels in a unique and exciting way.