The Brief
Our brief was to create and execute a Manchester specific campaign that would spark excitement around the new Mappin & Webb showroom in St Ann’s Square. Carousel were tasked with engaging regional and lifestyle media, driving footfall, building awareness and introducing the city to a brand new elevated luxury shopping experience. Ultimately, to position the showroom as a must-visit destination in the North for discovering and shopping the finest jewellery brands.
Our Response
The opening of Mappin & Webb’s first jewellery only showroom in Manchester marked a major milestone for the brand and an opportunity to celebrate Mappin & Webb's rich heritage and bold vision for the future. To celebrate the occasion, we invited key regional media and influencers for an exclusive preview of the new showroom and an introduction to the new ‘house of brands’ concept.
Guests enjoyed an exclusive first look inside the new showroom, followed by a special unveiling of its standout spaces - including the very first De Beers boutique and a dedicated shoppable David Yurman area, outside London. There were four groups as part of the showroom tour, each led by a brand representative to give guests a carefully curated experience that delved into the build and architecture, design, client experience and brand heritage.
Media and influencers were extended a special invitation to engage with Crown Jeweller, Mark Appleby on the day to talk about Mappin & Webb - a brand that he has worked closely with for nearly two decades. Media were offered exclusive interview opportunities with Mark to talk about the craftsmanship behind some of the precious jewellery pieces.
To maintain momentum later in the month, influential local figures, including well-known celebrities and regional movers and shakers, were also invited to an exclusive VIP client event to generate social coverage and organic chatter in the region.
Alongside the launch event, we proposed launching a CGI campaign across Mappin & Webb’s social channels to tease the launch. The brand enlisted our content production expertise to support their social efforts, and together with a supplier, we crafted two bespoke pieces of content. A tailored press release was also issued to regional media outlets aligning with the initial teaser.
Since the launch, we’ve also worked with key regional influencers to not only highlight the showroom experience, but also raise awareness of specific brand offerings available from the likes of David Yurman and Roberto Coin. Drawing on our regional influencer expertise, we briefed influencers for personal showroom appointments, allowing them to create authentic content for their channels that drove meaningful engagement.
Results
The campaign secured 49 pieces of press and social coverage with a combined reach of 94.8m in key regional publications such as Manchester Evening News, The Manc, Cheshire Living and Waterfront Magazine. Notably, we had a total of 45 key media and influencers attend the exclusive showroom preview with influential local talent attending the VIP event in October.
