LOVE SELLS GOLD
Golden Age, a just-born jewelry brand, taps two opposing human truths: the pleasure of giving gifts versus the fear of choosing the wrong gift.
By the rules of romcoms, Golden Age should help people overcome their fears and flaws. It can inspire and encourage people to share their feelings because the most precious and beautiful gifts are hidden in their hearts, and everything that comes from these hearts is genuine.
"My love suits you" was born.
And the brand found its voice to deliver it—a voice of a genuine giver.
It manifested as a “Love” hit on the radio and as a music video on YouTube and music channels. Millions of unsure recognized themselves and embraced the song as a soundtrack to their awkward romantic stories.
When the first ads (15-30 second fragments of the “Love” music video) appeared on TV a few weeks later, people accepted the brand's intention to help them and helped the brand achieve the top position among jewelry retailers in just four months.
“Love” topped the charts, conquered Youtube, and appeared numerous times in “The X Factor,” “The Voice,” and “Ukraine's Got Talent.” The song became the #1 choice for engagements, marriage proposals, and weddings.
The sales results in categories such as engagement rings and wedding rings are still astonishing.