by Andy Kalan
I remember the thrill of excitement. Each morning when I walked into the office, I would call out to one of our ad strategists, “What is tally today?” And each day, like the building swell of Holiday spirit toward the eve of Christmas, it grew—insurmountably. Our team was doing the impossible. In the frantic lead up to the year’s biggest shopping extravaganza, we put together the first of what has been many successful multi-faceted holiday campaigns.
It all started with a pre-Black Friday blitz to all of their subscribers, sounding the alarm on what was going to be the sale of the season—fashionable jewelry from one of the industry’s most in vogue new faces. As an email went out along with the launch of our ads, we saw immediate results. One purchase, two, three…the revenue climbing as followers of the brand jumped on the opportunity to seize the sale. The creative was masterful, classically-styled and instantly recognizable for the brand’s Instagram followers, displaying seasonal hues and soft tones that were warm and inviting.
As snow pelted the front window of our car on a late-night drive back home through the Poconos to visit my family for Thanksgiving, all was dark except the bright glow from my wife’s iPhone. She was hooked by the brand’s seasonal ad that popped up on Instagram and was locked in, scrolling from one item to the next, sifting from one ring to the next in order to find the perfect upgrade for her wedding band.
At home in Ohio, I showed the ad to my family—both proud of the work our team had accomplished and proud to be associated with a brand of that caliber and quality. To be honest, I didn’t buy my wife the ring that ultimately captured her attention that night, but it was months later, days before our seventh wedding anniversary and her thirtieth birthday, when she received it in the mail, packaged neatly in its stylish box, with the brand’s name luxuriously stamped in gold print. As the ribbons fell away and the gift was revealed, it was all worth it—the search, the anticipation, the final delivery. Another ring unveiled. Another happy customer. There’s nothing like it.