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    Gemmyo Digital Branding

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    Aude Augareils
    This document outlines a 5-stage digital strategy for the jewelry brand Gemmyo. Stage 1 involves analyzing Gemmyo's history, digital presence and strengths/weaknesses. Stage 2 focuses on creating customer personas and analyzing the online customer experience. Stage 3 is a deep analysis of social media, search and mobile experiences. Stage 4 is developing an enhanced strategy and action plan to expand the target audience and complement the offline strategy. Stage 5 covers content marketing, influencer partnerships, and customer interaction initiatives.

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    Gemmyo Digital Branding

    Uploaded by

    Aude Augareils
    56 views27 pages
    This document outlines a 5-stage digital strategy for the jewelry brand Gemmyo. Stage 1 involves analyzing Gemmyo's history, digital presence and strengths/weaknesses. Stage 2 focuses on creating customer personas and analyzing the online customer experience. Stage 3 is a deep analysis of social media, search and mobile experiences. Stage 4 is developing an enhanced strategy and action plan to expand the target audience and complement the offline strategy. Stage 5 covers content marketing, influencer partnerships, and customer interaction initiatives.

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    This document outlines a 5-stage digital strategy for the jewelry brand Gemmyo. Stage 1 involves analyzing Gemmyo's history, digital presence and strengths/weaknesses. Stage 2 focuses on creating customer personas and analyzing the online customer experience. Stage 3 is a deep analysis of social media, search and mobile experiences. Stage 4 is developing an enhanced strategy and action plan to expand the target audience and complement the offline strategy. Stage 5 covers content marketing, influencer partnerships, and customer interaction initiatives.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    56 views27 pages

    Gemmyo Digital Branding

    Uploaded by

    Aude Augareils
    This document outlines a 5-stage digital strategy for the jewelry brand Gemmyo. Stage 1 involves analyzing Gemmyo's history, digital presence and strengths/weaknesses. Stage 2 focuses on creating customer personas and analyzing the online customer experience. Stage 3 is a deep analysis of social media, search and mobile experiences. Stage 4 is developing an enhanced strategy and action plan to expand the target audience and complement the offline strategy. Stage 5 covers content marketing, influencer partnerships, and customer interaction initiatives.

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    Victoire ANDREAN, Aude AUGAREILS,

    Terri MONJANEL and Côme VALENTIN


    SUMMARY

    STAGE 1 - Diagnosis & problem statement


    STAGE 2 - Persona & customer online experience analysis
    STAGE 3 - Deep analysis of social media / search / mobile experiences
    STAGE 4 - Strategy and action plan formulation with related M&E metrics
    STAGE 5 - Content & influencer marketing / online brand communities
    management illustrations
    STAGE 1:
    History
    Digital presence
    Analyze the strengths and weaknesses of the
    brand’s digital strategy and tools
    Keys challenge
    HISTORY :

    Created in August 2011 by Pauline


    Laigneau and her partner Charif Debs
    Gemmyo is the first personalized jewellery
    brand.
    Originally 100% digital
    Gemmyo's mission is to help women
    achieve their potential
    THE BRAND'S KEY DATES:

    October 2011 - creation of Gemmyo


    November 2014 - first advertising campaign around the
    emblematic pink kitten
    June 2015 - opening of the first boutique in the Saint-Germain-
    des-Prés district in Paris
    2015-2019 - opening of boutiques in Lyon, Toulouse and Paris
    17ème
    June 2021 - Opening of the Brussels boutique
    October 2021- Gemmyo celebrates its 10th anniversary
    DIGITAL PRESENCE :

    132K followers 135K monthly visitors

    68,837 followers 2070 followers


    ANALYZE THE STRENGTHS AND WEAKNESSES
    OF THE BRAND'S DIGITAL STRATEGY AND
    TOOLS "Our off-line strategy is a strategy of acquiring notoriety because we rely heavily
    on our brand image. Moreover, design has a very important place in our strategy,
    both for the creation of the jewellery and the visual identity and graphic universe
    that defines us,"
    explains Pauline.

    "For a brand that comes from digital, display is not a common practice. But for
    us, it is the ideal means of communication because it corresponds to our
    objectives of notoriety. Indeed, jewellery is a rather special sector: we have to be
    in the top of mind of consumers because buying a Gemmyo jewel is a
    thoughtful act (because of its cost). So we have to be present in their minds when
    they have a need, for example for an engagement ring,"
    explains Pauline.
    WHAT ARE THE MAIN CHALLENGES FACED
    BY THE BRAND AND ITS DIGITAL STRATEGY?
    The Brand's first steps : Digital strategy challenge :
    Jewellery 2.0 Creating a dedicated bespoke
    Creation of the company without a jewelry website
    business plan Dusting off the sector
    Almost 150 rejections before finding a Innovate but also create consumer
    workshop to make a ring for them. " engagement
    Logistical problems (delivery times longer Capturing consumer intention
    than expected, bank account problems,
    etc.)
    Being exclusively on the internet
    Surprising demands for jewellery design
    STAGE 2:
    Personas
    Understand the target audience
    Customers online experience SWOT analysis
    PERSONA :

    Gabrielle, Adrien,
    29 years old 32 years old
    UNDERSTAND THE
    TARGET AUDIENCE :
    Creation of a 100% self-made product
    More affordable prices
    More relaxed than other major jewellery houses
    Get the product on time
    Easy to reach customer service
    Free return for a ring, to get it back to size as it is not easy to
    choose the right size on the internet
    Implementation of a ring gauge system to allow customers to
    know their size

    CUSTOMER ONLINE EXPERIENCE SOWT


    ANALYSIS :
    Poor quality photos for products
    A good user experience
    Lack of legal notices and a clear
    Good product references
    reimbursement policy
    A coherent graphic charter
    Too high shipping costs
    Sophisticated product descriptions
    The impossibility of paying with Paypal
    Secure transactions
    Secure transactions

    Targeting an under-exploited niche Too frequent stock-outs


    market The arrival of a new competitor, selling the


    Use the power of influencers to promote same products but cheaper
    your products Bad reviews on social networks

    STAGE 3 - Deep analysis of


    social media / search / mobile
    experiences
    not the same intention as different

    Social shops in Vendome place


    competitors : neighborhood jewelry

    listening and personalize and unique products


    jewelry sector on internet

    monitoring not just distributors, they are also


    manufacturer
    Social
    listening and
    monitoring
    Search

    04
    Search

    04
    Search

    04
    Mobile
    Pauline Laigneau who is the creator of the company is doing some podcasts which is heard by
    300 000 listeners by month. It allows customers to share they ideas, talk about there
    experience and learn some business tips.
    STAGE 4 - Strategy & action
    plan formulation
    • What should the brand do to enhancing its digital
    strategy?

    Objective Why?

    Expanding its target customers, especially men. They have the largest basket when they
    buy jewellery (according to an
    Opinionway.com study for Bijorhca
    Paris).

    The product part of the site is at 80% for


    women, or the part of the masculine
    purchase of jewellery are increasing
    (according to Platinum Guild
    International (PGI))
    • What should the brand do to enhancing its digital strategy?
    How?

    Modify (a little bit) the website.

    To build an ecosystem around French jewellery.

    Developed more article in their "Notebook" section or in a podcast.

    Organize contests with certain influencers.


    Writing more masculine subjects in their newsletter "The Letter" or appearing in fashion/luxury
    blogs aimed at men.
    The creation of a mobile application to centralize all its supports.
    • How the enhanced digital branding strategy is complementing the
    offline brand strategy of the company?

    By enlarging-depth brand content.


    The fact of sharing content offers the possibility to the consumer to enter their universe and
    to share a more profound relationship with Gemmyo.
    Access to its information is easy and available all the time.
    Sharing content on their professional method gives them a legitimate image in the eyes of the
    client.
    Gemmyo's omnichannel strategy reinforces the usual brand strategy with different access
    points.
    STAGE 5: Content marketing, interaction,
    consideration and influence

    Ask stories on Instagram


    Exclusive event for customers
    1 macro influencer as ambassador
    + 3 micro influencers
    Advise space on the website
    Examples of Macro influencers /
    celebrities as ambassador
    Thank you for your
    attention

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