Recently we launched a new branding effort for the world’s largest engagement ring store.   After years of being perceived as a discount engagement ring warehouse, Robbins Brothers brought us in to completely overhaul its marketing and elevate the brand in the minds of consumers.

We conducted online research to provide insights into what an engagement ring meant to women.  To our surprise, nearly all respondents attached the ring to a deep emotion rather than seeing it as a material object.  They talked of love and romance as opposed to a style of ring or clarity of diamond.

We also found that home videos of actual marriage proposals online were getting tremendous amounts of views and overwhelmingly positive comments.  So, rather than try to re-create one of these moments, as some of Robbins Brothers’ competitors have done, we gathered these real proposal videos and cut them into 30-second spots set to Donovan Frankenreiter’s “Lovely Day.”

The response to the campaign has been extremely positive.  Robbins Brothers’ web traffic has spiked and store traffic has been increasing.  The campaign includes TV, radio, POP and non-traditional media.