Swarovski

Driving the “tree-topping” luxury image of Swarovski through holidays

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Challenge

  • Drive awareness of Swarovski and its luxury image when Swarovski star is delivered to Rockefeller Center Holiday tree. How do you secure a “celebrity moment” for the Swarovski star when media see the tree as the news?

Insight

  • Being first, bold and breakthrough can make your star shine brighter

Strategies

  • Eclipsed Holiday tree’s “star” status by aligning Swarovski with top-tier celebrities through Starlight Starbright Children’s Foundation (SLSB)
  • Persuaded nine celebrities – Brooke Shields, Teri Hatcher, Dakota Fanning, Jamie Lee Curtis and others – to volunteer time, decorate mini Swarovski stars for charity
  • Enhanced media interest by transforming Rockefeller Center into celestial setting with Swarovski Star at center stage. Celebrity spokesperson with SLSB children unveiled star and mini stars
  • Leveraged new media to broaden consumer awareness of Swarovski commitment to “season of giving back”
  • Mini stars auctioned on eBay to raise additional funds for SLSB; extended media coverage days after event

Success

  • Tripled previous year’s coverage: 96 million impressions
  • Story covered by luxury blogs, reaching target consumers
  • eBay auction raised additional funds for cause

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