Dive Brief:
- Jewelry retailer Jared is launching a campaign on TV and social to promote virtual weddings as people practice social distancing, according to a press release the company shared with Marketing Dive. As part of the #LoveCantWait campaign, the brand will host 1,000 free virtual weddings in states where it's legal to be married online.
- The effort includes a 15-second national TV spot and social media content. Ceremonies will begin later in May, and Jared is planning additional surprises for couples throughout the campaign.
- Couples can register to participate at Jared.com/VirtualWedding and customize invitations, theme, speakers and guest list. The platform also lets couples schedule live virtual consultations with Jared representatives for advice on purchasing jewelry and sizing while most stores are temporarily closed.
Dive Insight:
The coronavirus pandemic has canceled weddings across the globe, stifling the companies that earn their revenues by providing products and services for couples' big days. Jared was already struggling with sales, and the loss of the key summer wedding season likely will only exacerbate its already sluggish performance. Its latest campaign is an attempt to keep weddings happening, albeit in a manner that is safe while people practice social distancing.
The jewelry retailer's campaign encourages couples to continue with their nuptials, which is communicated via the campaign hashtag #LoveCantWait. Its positive message of love in the face of a pandemic may appeal to consumers who are looking for inspiring messages during tough times, and could help people associate Jared with love and positivity in the long term.
By creating an online portal where couples must register to participate in the virtual ceremonies, the retailer is able to collect data for subsequent marketing campaigns or personalized efforts for anniversaries and birthdays. Jared's incorporation of a hashtag within the effort may extend its reach on social as people share the video and virtual ceremony promotion.
Jared's move follows several brands in other categories that have worked to help consumers celebrate missed weddings by giving them consolation prizes through online contests. Miller High Life is running a contest for three couples whose weddings have been disrupted by the coronavirus to win a "Wedding at Your Doorstep." The prize includes an officiant, a photographer and beer as well as $10,000 toward a future honeymoon and canceled wedding costs. Busch Beer ran a similar social contest for couples with derailed wedding plans, letting them enter to win a year's worth of Busch.
