Eunoia by Swarovski
This project is my final project paper that aims to create a marketing plan for Swarovski's new healing crystal collection to target the well-being of millennials. The collection is called Eunoia and the marketing visuals take inspiration from nature. The strategic plan is curated keeping in mind Swarovski's new brand identity.
The Wellness Industry
With a remarkable spike in the global wellness industry amid the pandemic, brands are enhancing their products and services to survive in the highly fragmented competitive landscape. In the US, wellness has been prioritized in every aspect of the brand’s operations. From a consumer standpoint, the aspect of wellbeing is preferred in almost any category of products consumed which goes beyond nutrition and fitness.
There is a new definition of wellness that have multiple facets and it has become a holistic approach to fulfill the needs of consumers. Brands are reassessing their portfolio with an intersectional approach by expanding their categories and collaborating across various industries while staying true to their core values. Given this broad spectrum of opportunities, it is important for brands to stay relevant with their core strategies as it will help them build credibility.
Trends
Healing stones are seen as one of the top materials used to surround customers with positive energy which is also part of fundamental design besides its healing properties.
Marketing Strategy
With wellness being a focal point in the market dynamics, Swarovski will harness emotions through advertising to increase engagement and relevance. A 'Triple Play' strategy will be used to drive effective communication with its consumers. Swarovski can use this opportunity to be the number one player in the market to target well-being. To facilitate that, Swarovski will use Healing Crystals which are also seen as the most prominent WGSN trends.
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Swarovski has high awareness and accessibility, but it lacks resonance with a niche as they offer products for everyone hence, by narrowing its portfolio it can target a consumer segment that eventually becomes their loyal and core consumers and will have regular purchases. This opens up opportunities that involve purpose-driven strategy where consumers are expecting brands to be conscious about the offerings.
The marketing campaign for Swarovski’s new healing crystal collection aims to showcase the importance of wellbeing through jewelry pieces. To facilitate the joyful experience, the campaign will be advertised using the association of happiness with the blooming of flowers after rain which is inspired by Swarovski’s love for nature. The rain will be depicted through the shower of Swarovski crystals that are falling on crystal flowers which indicates that Swarovski’s new healing crystals collection is like rain that will help customers’ inner self bloom to have a joyful life.
To highlight the importance of wellbeing, the name of this collection is called Eunoia which means a pure and well-balanced mind which is accompanied by the tagline for this campaign which is “Let your inner self bloom” as it reflects the concept of blooming.
To educate Swarovki's core and aspirational consumers about healing crystals, information about each healing crystal will be showcased through a display where consumers can know in detail about the therapeutic properties of each healing stone. A QR will be displayed on the poster which when scanned will pop up an AR video that explains the properties of healing stones.
Try it yourself
Scan the QR code on the bottom right and when the zapper app launches in your browser, scan the code on the bottom left to play the video.
