Shiny Rock Polished is a boutique jeweller competing with some of the world’s biggest and most established names. They culture diamonds – grow them in a lab, producing perfect stones for a fraction of the cost, supplying both industry and young lovers with stones that do not come with a mortgage sized price tag. But the established names don’t always like competition, and Shiny Rock Polished turned to us for help. When smaller budgets take on gigantic ones, there is only one strategy that works – innovate.
The Challenge
Shiny Rock Polished came to us with a double dilemma: despite their product being superior, they were competing against some of the biggest names in the world, and because their store is online, it was challenging to secure the peace-of-mind of customers who prefer the perceived security of buying jewellery in a traditional brick and mortar store.
When we asked what Shiny Rock wanted to get out of the project, their response was simple:
“We want people to know our brand and want our pieces. Also, people must second-guess going to branded stores in shopping centres that are unnecessarily expensive.”
The Plan
And so we joined David in their campaign against Goliath. Our strategy was simple. We believed the quality of the product would sell itself, but the positioning of the company against its huge competitors needed legitimacy.
We chose to target news sites with high domain authority ranking and through that secure backlinks to Shiny Rock Polished. We would not only improve their overall ranking and search position over time, but also create a perception of trust by organic association. At the same time, we would be educating the consumer on the latest trends and developments in precious stones.
Our playground was exciting! ‘Cultured diamonds’ are used in both industry and jewellery, they are often on the receiving end of big jewellers attempts to devalue them to costume jewellery status, and are still fairly unknown. Also and most importantly – blood diamonds simply do not exist in a lab! Cultured stones are clean, and we wanted to engage the social and environmental impact conversation. We got to work.
The Results
Our campaign for this boutique business, netted big results, and in an array of sub-sections, from business to celebrity interest.
We achieved placement in Business Report the (then operational) Huffington Post, Sunday Tribune, Glamour, All4Women, and many more.
The Shiny Rock Polished name was used in headlines.
The campaign netted a reach of over 4 million people, and achieved a 17:1 return on investment.
Takeaway
These champions of innovation trusted smart thinking and focused action to secure them PR that continues to deliver results to their site today.