ROBBINS BROTHERS PROPOSAL CAMPAIGN
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.