-Katie Stirn, project director
This semester TNH is launching a social media campaign for Hudson Grove & Co., a high-end jeweler based in NYC that provides engagement and wedding jewelry for the LGBT community. After receiving the client briefing, I was already excited to start working on such a unique product. Working on a product marketing to the LGBT community provided valuable lessons in uncovering the behaviors and characteristics of an unknown target demographic.
My team kicked off the semester with extensive research into both the LGBT community and the jewelry industry. We discovered that by engaging the online community, Hudson Grove & Co. could potentially become the industry leader, as there are not many jewelers out there that cater specifically to this market. What was even more promising for Hudson Grove was the finding that the LGBT community utilizes social media and engages in the online world at a significantly higher level than the heterosexual community. Specifically, they reported frequently interacting with websites that both cater to their community and take an activist stance, promoting gay marriage and LGBT equality.
This finding was key to our social media strategy for Hudson Grove. At the core of the campaign will be a blog where Hudson Grove will ignite conversation about the fight for LGBT marriage rights and social equality. By posting news articles and issues within the community, Hudson Grove’s blog will serve as a platform for the community to talk about the movement. Furthermore, as conversation spreads online, Hudson Grove will be forging relationships with potential clients who will turn to the brand when in need of wedding jewelry. To supplement the blog, TNH will also be setting up the brand’s Facebook and Twitter pages to further direct consumers to the blog and increase their presence online.
photo taken from wordpress.com
Keep your eyes out for the blog and social media sites soon!