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.
Challenge & Opportunities
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.
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.
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.
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.
BOTH POSTS GARNERED: 17,768 TOTAL IINSTAGRAM LIKES AND 110 TOTAL INSTAGRAM COMMENTS. DANIELLA’S FATHERS’S DAY INSTA STORY GENERATED NEARLY 500 CLICKS TO ROBBINS BROTHER’S WEBSITE
DANIELLA’S GIVEAWAY POST GARNERD: 9,716 LIKES, 262 COMMENTS, 738 TRACKABLE LINK CLICKS AND 483 WEB SESSIONS.
Robbins Brothers, The Engagement Ring Store, is an engagement and wedding retail company with freestanding destination stores in Southern California, Houston and Dallas-Fort Worth Texas, Seattle and Bellevue, Washington and Scottsdale, Arizona. The company specializes in designer and proprietary engagement ring settings and loose diamonds – and also carries an extensive selection of wedding bands, promise rings, anniversary bands, three-stone and stacked rings, earrings, necklaces and bracelets. Onsite master jewelers are available to set diamonds, create custom rings and perform service and maintenance checks.
Challenge & Opportunities
Serendipit works with Robbins Brothers on a monthly retainer for its PR efforts and launched the Proposal Ambassador campaign in search to hire one lucky couple to travel the U.S. over six months to scout the perfect proposal spots in the country.
Have a travel bug but not much of a travel budget? No problem. Robbins Brothers, The Engagement Ring Store, offered applicants the opportunity of a lifetime to travel, all expenses paid, to find the best proposal spots in the country. From January 23 to February 14, hopeful love birds had the opportunity to apply for the dream job position. The winning couple will be given 48 hours in each city to find and document the most romantic locations to pop the question.
The couple will also be given a budget for travel, accommodations, meals and activities in each city, so they can discover unique experiences that could be either extravagant or budget friendly to cultivate a list of the best spots for all types of couples.
Robbins Brothers and Serendipit selected Alex and Liana Borishkevish from Seattle, Washington, out of nearly 1,000 applicants to fill the job position. The Borishkevish’s will spend six months traveling, visiting Seattle, Phoenix, Los Angeles, Dallas, Nashville and New York.
In the first week of launching the campaign (Jan. 23 – Jan. 31), we garnered 119 online hits, including feature stories in Forbes, CNBC, Travel & Leisure, O, The Oprah Magazine, Brides, The Knot, Elite Daily and more. We also had five broadcast hits, including FOX 5 San Diego, FOX 10 Phoenix, Good Morning Arizona, NBC 8 Florida and KLIF-AM Dallas. Robbins Brothers also saw a 297% increase in referral traffic and a 19% increase in direct traffic to the website.
AS A RESULT OF LAUNCHING THIS CAMPAIGN, WE ACHIEVED NEARLY 200 MEDIA PLACEMENTS WITH A MEDIA VALUE OF MORE THAN $1 MILLION.
TOP PLACEMENTS INCLUDE: FORBES, THE OPRAH MAGAZINE, BRIDES, FOX 5 SAN DIEGO AND TRAVEL + LEISURE.