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Boutique Branding

ODM Inc's Global Boutique Production Services

Elevate Your Brand with Luxury Creative Advertising

At ODM Inc, we specialize in providing Global Boutique Production Services tailored for high-end luxury fashion and lifestyle brands. Our expertise lies in crafting exceptional creative advertising that resonates with your audience, enhancing the identity of various fashion labels, designers, and luxury flagship stores.

Why Choose Us?

Extensive Experience: With over 25 years in the fashion industry, our highly skilled team has successfully executed countless ad campaigns for international clients, delivering results that elevate brand presence and engagement.
Tailored Solutions: We understand that each brand has a unique story. Our specialists work closely with you to develop bespoke branding strategies that align with your vision and meet global standards.
End-to-End Service: From concept to execution, we provide comprehensive services that cover every aspect of your luxury creative branding. You can trust us to bring your ideas to life with precision and flair.

Book Your Creative Consultation

Ready to transform your brand? Schedule a creative consultation with Tania Haldar, our expert in luxury branding. Together, we will design a boutique branding strategy that captures the essence of your brand and resonates with your target audience.

FOLLOW LATEST CASE STUDY BELOW

How tying in history and culture rebranded this jewelry line

Background

Gold has long been revered as a symbol of beauty and adornment, particularly for women. In July 2024, the Eternity brand embarked on a transformative journey to redefine its identity through a campaign that intertwined history, culture, and the rich narratives of darker skin tones.

Campaign Vision

The Eternity campaign aimed to tell compelling stories that celebrate cultural heritage while highlighting the beauty of diversity. By focusing on the theme "Dark is Beautiful," the campaign showcased how gold can radiate against deeper skin tones, emphasizing the striking contrast and elegance it brings. This focus not only resonated emotionally with consumers but also fostered a sense of pride in cultural identity.

Strategic Partnerships

To amplify this vision, Eternity partnered with notable brands that shared a commitment to emotional connection and creativity. This collaboration expanded the campaign’s reach, bringing in diverse audiences who value authenticity and cultural representation. By aligning with well-known faces in fashion and influential figures, Eternity positioned itself as a leader in promoting inclusivity within the jewelry market.

Sporting Connection

A significant shift in strategy was to integrate the brand into the sports realm. By leveraging the power of athletic figures and events, Eternity tapped into an expansive customer base that had previously been unexplored. This connection not only broadened the brand’s appeal but also reinforced its image as a luxury brand that champions strength, resilience, and beauty in all forms.

Visual Storytelling

The "Dark is Beautiful" campaign utilized stunning visuals that celebrated the interplay between gold and skin tones, creating a powerful narrative of beauty that transcends traditional aesthetics. By showcasing models of various backgrounds and highlighting their unique stories, Eternity’s ads conveyed a message of empowerment and inclusivity.

Conclusion

Through this innovative approach of integrating history and culture, the Eternity jewelry line has successfully rebranded itself. The campaign has not only elevated the perception of gold jewelry but also created a lasting emotional connection with consumers. By celebrating diversity and promoting the beauty of darker skin tones, Eternity is poised to shine brightly in the jewelry industry, illuminating a path for future brands to follow.

Execution of the "Eternity" Campaign

Unveiling the Poster

The launch of the "Eternity" campaign centered around the unveiling of intricately designed posters in key locations identified by our team. This strategic placement ensured maximum visibility and engagement with the target audience.

Narrative-Driven Short Film

A key component of the campaign was a short film directed by a critically acclaimed filmmaker. The narrative featured a touching story where a grandmother reminisces about her 500-year-old family heirloom, sparking a connection with her granddaughter, an aspiring art student. Motivated to bring joy to her grandmother, the granddaughter enlists the help of her classmates and teachers to create beautiful tapestries, mirroring the essence of the heirloom.

Craftsmanship in Production

To maintain the authenticity and quality of the campaign, we employed a custom silk-screen printing technique for the ETERNITY posters. Each poster was crafted to visually represent the film's plot, showcasing the artistry and emotional depth of the story. This meticulous attention to detail reinforced the campaign’s connection to the themes of heritage and beauty.

Guerrilla Marketing Strategy

The guerrilla marketing initiative was amplified through social media, creating a buzz that encouraged people to search for the real gold-accented tapestry designs throughout the streets. This interactive element allowed consumers to engage directly with the narrative, making them feel like active participants in the story of the young protagonist.

Influencer and Media Engagement

To further ignite excitement, renowned influencers and our official media partner played a crucial role in generating online buzz. They shared updates, teasers, and insights about the campaign on their platforms, creating anticipation and encouraging their followers to join the treasure hunt for the tapestries. This multi-faceted approach ensured widespread visibility and fostered a community around the campaign.

Execution

The Launch of "The Colour Wheel" Campaign

Campaign Kickoff

The Eternity partnership kicked off with an innovative art initiative titled "The Poster," centered on a color theory wheel. This visual campaign featured ads showing students engaging with the concept of complementary colors, ultimately highlighting the beauty of "Deep Warm Tones." This foundational idea set the stage for the broader campaign focused on the relationship between gold and diverse skin tones.

Building Anticipation

To generate excitement leading up to the release of “The Colour Wheel,” we took to the streets with a unique distribution strategy. Teams handed out intricately woven tapestries, each lined with golden threads, representing a miniaturized color wheel on canvas. Accompanying each tapestry was a small historical fact about the origins of gold, enriching the cultural narrative and deepening the connection between consumers and the material.

Hidden Treasures

What added an element of intrigue to this initiative was the incorporation of hidden gems: 11 of the color wheel charts contained actual gold-accented sheets. This clever twist not only piqued curiosity but also incentivized people to participate in the hunt, turning the campaign into an interactive experience.

Social Media and PR Strategy

We implemented a strategic social media and PR execution plan that leveraged the influence of key figures in the art and fashion industries. Influencers were engaged to share their experiences with the tapestries and the campaign, creating buzz online. This grassroots effort transformed into a viral sensation, as people flocked to the streets, eager to uncover the hidden treasures and share their finds on social media.

Cultural Resonance

Through this campaign, we successfully reignited love for gold by connecting it to art and its rich history. The tapestry giveaways became sought-after collector’s items, symbolizing not just a brand but a movement that celebrates beauty in diversity and the allure of gold.

Conclusion

"The Colour Wheel" campaign exemplifies how art, history, and strategic marketing can intertwine to create a powerful branding experience. By celebrating the richness of gold and its cultural significance, Eternity not only captured attention but also forged lasting emotional connections with consumers, setting a new standard in the jewelry industry.

Strategy

Strategy for the "Eternity" Campaign

Engaging Fan Love

The partnership with Eternity aimed to harness the deep emotional connections that consumers have with gold, particularly in the context of family heritage. Recognizing gold's significance as a symbol of beauty and legacy, we sought to engage audiences through narratives that resonate on a personal level.

Emphasizing Generational Bonds

Our breakthrough moment came from reflecting on the cherished moments shared between grandmothers and granddaughters. These conversations about family heirlooms—where stories of past generations intertwine with present-day pride—are invaluable. This emotional bonding over jewelry highlights the importance of preserving these legacies and the stories they carry.

Addressing Cultural Shifts

We recognized a pressing concern: the potential fading of gold's allure in modern society, particularly in the subcontinent. As trends evolved, there was a risk that younger generations might overlook the historical and cultural significance of gold. By spotlighting this shift, we aimed to reignite passion and appreciation for gold's rich heritage.

Crafting the Narrative of 'Eternity'

This led to the creation of the "Eternity" campaign. The name itself signifies timelessness, encapsulating the essence of how gold transcends generations. By intertwining personal stories with the brand’s offerings, we aimed to evoke nostalgia and a renewed appreciation for gold as not just an adornment, but a keeper of history and emotion.

Cultural Reawakening

Through this strategy, we positioned Eternity as a brand that not only sells jewelry but also celebrates the stories and traditions associated with it. By fostering an environment that encourages dialogue about family heritage, we aimed to inspire a cultural reawakening, making gold relevant and desirable again for the modern consumer.

Results

Impact of the "Eternity" Campaign

Rekindling Interest in Gold

The "Eternity" campaign successfully positioned the rich history and cultural significance of gold in the hearts of younger audiences, who were at risk of losing interest in this timeless metal. By focusing on the emotional narratives surrounding family heirlooms and generational bonds, we effectively engaged a new demographic with untapped potential.

Quantifiable Success Metrics

The campaign achieved remarkable results across various performance metrics:

Reach and Impressions: The campaign reached a significantly larger audience than anticipated, generating millions of impressions across multiple platforms.
Positive Sentiment: There was a marked increase in positive sentiment surrounding the brand, with consumers expressing admiration for its cultural focus and emotional storytelling.
Social Media Mentions: Social media buzz surged, with numerous mentions and shares from influencers and everyday consumers alike, amplifying our message organically.
Earned Reach: Through strategic PR efforts and influencer partnerships, the campaign garnered substantial earned media coverage, further extending its reach without additional investment.
Brand Affinity and Consideration: Consumers reported a heightened affinity for the Eternity brand, with many expressing a renewed interest in considering it for future jewelry purchases.

Record High Purchases

Most notably, the campaign led to a record high in brand purchases. The combination of emotional storytelling, strategic marketing, and community engagement resulted in a surge of interest and sales, solidifying Eternity’s place in the market.

Conclusion

The success of the "Eternity" campaign not only revived interest in gold among younger consumers but also established a powerful connection between the brand and its audience. By celebrating the history and culture of gold, we ensured that its legacy remains vibrant and relevant in today's society.