Redesign for Response
Valentine’s Day promotions inevitably bring to mind a sea of chocolates and other competing gift choices. That’s why we needed to differentiate ours from competitors like Godiva, Vosges and Richart, whose marketing typically features glamour shots of chocolates—an industry tradition and a bore! So we developed a two-pronged email/direct mail campaign designed to swim against the chocolate tide.

The results for our efforts—which glamorized Recchiuti’s creations by placing them on par with fine jewelry—were response rates of 3.4% for the postcards and 36% for the emails. Needless to say, actual sales exceeded our goals by quite a few boxes.

Campaign Layout
Diamonds Are For Amateurs
Something to Nibble On
Love At First Bite