Swarovski wants to build a deeper relationship with its UK audience, focussing on its heartland of women 45+. To this audience Swarovski want to be a brand for the everyday as much as special occasions. To be a brand from which it is permissible and affordable to self-purchase rather than wait for a gift.

Our strategy has been to create a relationship with influential women who the audience find interesting and inspiring – beautiful and successful women who manage to balance family life with their careers and do it with a bit of glamour.

To be a seen as a brand for the everyday, Swarovski also needed to become a more frequent feature of the audience’s social media feeds and content. Somethin’ Else created relationships with seven female influencers key to the brand’s demographic (Kate Thornton, Mel Blatt, Denise Van Outen, Amanda Byram, Lisa Faulkner, Tamzin Outhwaite and Heidi Range) and produced a range of lifestyle videos covering hints and tips on beauty, style and home alongside insights into their personal lives, hopes, dreams and ambitions.

This content was distributed across Swarovski channels as well as the talent’s social feeds and supporting marketing partners. Somethin’ Else produced and distributed at least one video per week as a well as native posts from the talent. The celebrities also wore Swarovski jewellery during their public appearances and shared and advocated each other’s social posts. 

Brilliant Moments

Lisa Faulkner shares…

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