2023 Bronze Retail and E-commerce

Agency: Craft Media London

Client: Abbott Lyon

Entry Title: Smashing Targets for Abbott Lyon

Executive Summary

Abbott Lyon, a DTC jewellery business designing personalised jewellery, was a brand with big ambitions—to become the market leader and household name for quality aspirational jewellery, beating growth competitors Missoma and Astrid & Miyu, while taking share from the likes of Pandora.

Strategy

Unlocking audience insights led us to the strategy:

Meet Lucy. Aged 23 to 38, she takes care of her appearance. Although not a high earner, she loves a taste of the good life. Whether it’s nails or cocktails, Lucy has a clear idea of who she aspires to be and is willing to save to realise the lifestyle she dreams of.

That meant taking inspiration from popular culture. Combining the two superpowers of star influence with the mass media prowess of TV, Abbott Lyon demonstrated how this deep understanding, backed with crafty TV planning, can make their relatively modest budget work harder.

Creativity

Firstly, they needed the “right” star power. Abbott Lyon asked consumers directly, and a clear winner came back: the reality TV darling, Stacey Solomon (5.8m IG followers). At the heart of the campaign was a 30s TVC, with Stacey declaring her love for meaningful gifting at Christmas and showcasing her favourite personalised pieces from Abbott Lyon. To deliver their message in the most compelling way, the media plan positioned Abbott Lyon alongside the lifestyles that Lucy loved and emulated. Through a single channel partnership with ITV, they achieved stronger cut through in spaces that mattered most, whilst tapping into ITV’s Backing Business initiative to magnify the modest spend. Across four weeks in November and December, they delivered TVC in Lucy’s favourite channels: ITV1, ITV2, ITVHub, and ITVBe. Crucially, we crafted our plan to ensure maximum delivery against the most contextual and popular programmes. Where competitor programming looked to target everyone, our top performing programmes massively over-indexed for Lucy, with additional spots running across the likes of TOWIE and Georgia & Tommy. Performance activity ran across digital, search and social while the website signposted Stacey’s favourite pieces, housed in their own landing page for easy navigation and sales.

Results

With an above-the-line media spend of just £400k—equivalent to 1% of total competitor budget across the period—the campaign over-performed against competitors at the busiest time of the year. Christmas activity was the first time Abbott Lyon searches overtook growth competitors.

The Team

Abbott Lyon - Jezz Skelton, Founder - Andrew Roscoe, Brand Director

Craft Media London - Yewande Ogunkoya, Managing Partner, Charlotte Netherwood, Strategist, Jenny Jones, Co-Founder - Zoe Stevens, Planning Director - Rachel Fletcher, Planning Director

Contributors

Goodsuff