lolaandgrace appoints Somethin’ Else to deliver its digital strategy


Fashion jewellery brand lolaandgrace has appointed content agency Somethin’ Else to deliver its digital strategy following a competitive pitch from the company who also works with Swarovski.

In order to reach the brand’s target market, engaging digital content will be at the heart of lolaandgrace’s marketing strategy going forward. Therefore, the Swarovski-owned company wanted to partner with an agency that would understand their brand and audience.

For the lolaandgrace campaigns Somethin’ Else will create a series of collaborations with influencers, creating stories targeted to a young professional audience.

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Each story uses the social concept of #makethemoment, capturing the brand’s essence that “lolaandgrace is perfect for all o campf life’s moments”.  The campaigns’ stories will follow the influencers in the making of their own moment.

Elizabeth Smith, lolaandgrace UK’s marketing manager,  comments: “In order to continually grow awareness of lolaandgrace we need to reach our audience in a way that appeals to them and with stories that they can relate to.

“Somethin’ Else displayed a strong understanding of our brand and we’re looking forward to achieving our big ambitions with them.”

The first influencer campaign began in October, featuring model, DJ and presenter Lilah Parsons, with another due to run at Christmas.

Hannah Lury, client services director at Somethin’ Else, adds: “lolaandgrace is a wonderful brand and a great fit for us. We aim to expand its influence in the fashion world and to both inspire and grow its audience.”

Lolaandgrace launched in 2012 and offers a range of stylish and affordable jewellery. It is distributed in more than 30 countries worldwide with more than 700 points-of-sale.

Tags : digital strategyElizabeth SmithfashionHannah LuryJewellerylolaandgraceSomethin' ElseSwarovski

The author Stacey Hailes

Editor, Professional Jeweller

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