Stylori - Forging a brand that reimagines online jewellery shopping
Bejewelling Indian Shoppers
Stylori is one of the top 5 online jewellery stores in India. With a pan-India presence, Stylori sells affordable gold and diamond jewellery, gold coins and loose diamonds.
What We Did For the Brand
- Product Identity
- Logo Design & Branding
- Product Launch & Communication Strategy
- Immersive Marketing
- Ecommerce Website Development
- Ecommerce Mobile App Development
- TVC
- Advertising Campaigns
- Social Media Marketing
- Influencer Marketing
Challenge
With an increasing dependence on online shopping for jewellery, Stylori was launched to cater to the everyday fashion needs of women. While there are only a few online jewellery stores in the market, there are many multi-brand websites selling jewellery. Many Indian users are still new to purchasing jewellery online and are sceptical about the same. The challenge was to create an online jewellery brand users would trust to buy diamonds and gold.
Solution
We worked with Stylori, right from their brand positioning and name, which incidentally is a word coined out of Style, Love, Stories. The e-commerce website was developed to emulate the experience of a real world jeweller. Right from the user experience to the user interface, all of it carried the same motto. One MG leveraged 3D projection mapping to create an experiential marketing event to launch the site across 2 cities. We also promoted the brand across the web and social media to increase the foot fall on the site.
Branding
- As a first step to creating a brand, we conducted research across two Indian metros and tier 1 cities to understand online user buying behaviour.
- Research findings identified a gap between the online demand for jewellery and its supply because of the difficulties involved in selling jewellery online. Also, existing online players concentrated on product cataloguing rather than creating a seamless user buying experience.
- The entire brand positioning and communication strategy of Stylori was developed based on these findings. The target group for Stylori was profiled to conceive a logo design along with a brand name that was distinctive and reflected the attitude of that consumer – Stylori, coined from Style, Love, and Stories.
E-Commerce Website
- The jewellery e-commerce store was developed to emulate the experience of a real-world jeweller as closely as possible.
- Engaging content, clean design, intuitive user experience and detailed product visualization created an immersional experience that ensured that the user was completely in sync with the brand ethos and personality. In keeping with research findings that suggested that women liked looking at jewellery, we increased the size of the image by 30%.
- Users of the ecommerce website could customize their jewellery right down to choosing the metal (gold or silver), quality of diamonds and the karatage of gold used. They were instantly shown the final product and the price.
- A 24-hour customer support made available on chat ensured a smooth shopping experience for the consumers and was also used to upsell and cross sell products.
Mobility – Stylori’s Award-winning Mobile App
- The whole philosophy of the website and the brand was extended to the award winning mobile app developed for Stylori.
- Available in both Android and IOS and developed as native apps, the Stylori app enabled customers to buy on the go and used push notifications to communicate with the audience in a cost-effective manner.
- Clean design, a user-friendly interface to customize jewellery was incorporated in the mobile app development to extend a store experience to users.
Experiential Marketing
- In a first, One MG created a unique 4D projection mapping experience to unveil the brand across Mumbai and Chennai by celebrities Parineeti Chopra and Priya Anand respectively.
- A dedicated cross-disciplinary member multinational crew created an experiential marketing event that combined jewellery, fashion and technology helping Stylori garner more than $1 million worth of media coverage and increase website traffic by 25%.
- We took inspiration from the cuts of a diamond to fashion a modular 3D backdrop to which every element of the projection was mapped.
- A combination of motion graphics video and 3D animation brought each piece of jewellery to life, all unveiled through a unique 4D fashion sequence.
Digital Marketing
- A combination of organic and paid promotion campaigns with consistent messaging across social media platforms (Twitter, Instagram and Facebook), direct email marketing and Google display advertising were leveraged to promote the brand across the web and increase site footfall.
- These campaigns were not just product and offer centric but were bucketed and calendared based on trends, tips and other engaging content.
- Influencer marketing was kicked off with celebrity engagement to tap into their fan base and track influencers with an online clout to have a better listening among the customer base.
Social Media Marketing
- We created an organic social plan to go with social media advertisements. This was a way to consistently reach our social audience through a series of posts that brand followers would anticipate.
- Every day of the week would have 2 posts that either showcased the product or furthered the brand’s philosophy of an independent, free thinking girl.
- Social media marketing messages were created specifically based on current trending topics to ride on the popularity of and optimise certain hashtags and remain constantly in conversation with the audiences.
