![]() The first week of this campaign saw the fourth most google searches containing “hill”.” Data-driven maturity “Ultimately, for more people to choose Michael Hill over independent jewellers, the initial reaction to this campaign in market is enormous. ”įinally, 'The Jeweller’s' campaign recently launched to drive re-appraisal of the Michael Hill brand through the lens of Heritage and Bridal stories, with the goal for Michael Hill to be perceived as an aspirational, iconic and timeless jewellery brand. Michael Hill was searched more than ever before during the Christmas period, six per cent more than the previous benchmark. ![]() “This result came after a major shift in strategic and creative output across all channels, a key shift in channel mix including the stopping of catalogue letterbox distribution enabling a greater spend on digital and brand. Similarly, in last year’s Christmas Campaign (November/ December), Michael Hill achieved its best trading results on record with 13 per cent growth on the prior year, and an eight per cent sales increase on its prior benchmark. We have further developed our loyalty rewards, a second phase strategy, to keep our members engaged and connected to the brand,” she explains. “Brilliance members are communicated with via multiple channels in a personalised way using key behavioural segmentation cues, RFM and key personal dates. The Michael Hill loyalty program, ‘Brilliance’, has grown by 134 per cent or 843,000 members since Feeney joined Michael Hill and has reached 1.4 million members. Loyalty programs are key to success in this crowded market. Bravery can be as simple as not taking the easy path." Innovative marketingįeeney has been at the helm of a number of successful initiatives since joining Michael Hill in 2021. Fail fast, fail forward, this is how we learn and get better. “I encourage my team to have a voice, a point of view, and to not be afraid of mistakes if we never try and fail, we haven’t pushed hard enough. In simple terms, it can be staying true to an idea even when it’s watered down with multiple layers of feedback, or multiple stakeholders, trusting your instinct is brave – speaking your mind is brave. “Bravery is often misjudged or misconstrued as doing things at odds with the brand, but this doesn’t provide a good definition of the term in my mind. As Feeney explains, it’s staying true to an idea and not taking the easy road. “Had I not made that choice, I’m not sure I would have experienced the personal growth and satisfaction I have today.”īravery in the face of challenge is an often-mentioned concept in marketing, but is rarely acted upon in favour of safety. That change provided me the amazing chance to work for a brand I feel a real affinity to, another international brand and one which was on a journey of transformation, an opportunity to truly shift brand positioning and to make a tangible difference,” she explains. “I was discussing opportunities in the US with my previous employer, whilst this could have been a fantastic and challenging role – I ultimately chose change. Ultimately she chose change - at a time when most were avoiding change. Jo Feeney was at a career crossroads before joining Michael Hill Jeweller.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |