Mission
Emporium department store in Thailand recently launched a new fine jewellery zone featuring reputable and trusted brands. To promote this new area to both loyal and new customers, the store partnered with HELLO! Thailand for a Mother's Day campaign called "The Legacy of Love."
Solution
HELLO! Thailand developed content featuring celebrities and their mothers, including a photoshoot with fine jewellery and exclusive interviews. This campaign was carried out both in print and on digital media, notably through a column called 'The Legacy of Love' that appeared in both the print and digital editions of HELLO! Thailand.
To further spread awareness, the brand also shared a short video featuring 14 celebrities sharing their message about their motherly bond through fine jewellery on social media platforms such as Instagram, Facebook and YouTube. A series of print articles were also published in HELLO! Magazine Thailand's August 2022 issue and a native article titled 'The Legacy of Love - Salon de Jewel' was published on the HELLO! Magazine Thailand website.
Achievement
The campaign was successful, with HELLO! Thailand earning 1,400 page views, 4,000 reach, 21 engagements and 1,000 video views. The campaign effectively promoted Emporium's new fine jewellery zone, while also celebrating mothers and their legacies of love.
