Robbins Brothers
INFLUENCER CAMPAIGN
Robbins Brothers, The Engagement Ring Store, specializes in proprietary and designer engagement ring settings and loose diamonds. The company also carries an extensive selection of wedding bands, promise rings, anniversary bands, three-stone and stackable rings, earrings, necklaces, bracelets and more. Robbins Brothers currently has 15 locations throughout the country. After opening destination stores in Southern California, the national-jeweler expanded to Texas, Washington and Arizona.
PR Strategy
The goal was to develop a PR strategy that would position Robbins Brothers as the engagement ring destination and create buzz around its Proposal Ambassador campaign. We engaged a social influencer partnership with Houston-based influencer, Daniella Rodriguez, married to Houston Astros player, Carlos Correa to maximize awareness of Robbins Brothers’ proposal ambassador content, increase traffic to Robbins Brothers website, as well as increase brand mentions.
Successes
Serendipit engaged in a three-month partnership with Daniella promoting jewelry for Mother’s Day, Father’s Day, as well as the Proposal Ambassador campaign. For Mother’s Day and Father’s Day, Daniella visited the Robbins Brothers Houston Loop store and picked out her favorite Mother’s Day and Father’s Day gift ideas and was responsible for posting an Instagram newsfeed post, one Instastory with a trackable link provided by Robbins Brothers, one Facebook newsfeed post, as well as one tweet.
Both posts garnered:
- 17,768 total Instagram likes
- 110 total Instagram comments
- Daniella’s Father’s Day Instastory generated nearly 500 clicks to Robbins Brothers website.
For the Proposal Ambassador campaign, we engaged Daniella for an Instagram giveaway. Followers of Daniella were required to follow Robbins Brothers, visit the Proposal Ambassador landing page and leave a comment with their favorite piece of jewelry from the landing page. Participants were entered for a chance to win $500 to Robbins Brothers.
Daniella’s giveaway post garnered:
- 9,716 likes
- 262 comments
- 738 trackable link clicks
- 483 web sessions
As a result of an organic and well-fitting partnership with Daniella, who happened to also be engaged during the campaign, resulted in increased brand mentions and website traffic, as well as overall brand awareness for the Robbins Brothers brand.
