This holiday season, Szul.com, a leading online retailer of diamond, gemstone, and pearl jewelry, is breaking the mold (and, probably raising a few eyebrows, too).
In addition to buying the usual banner ads and pumping up its affiliates for the holiday rush, Szul is undertaking an approach virtually unprecedented in its industry: the company has launched "Rock Her World," a sexy video ad campaign designed to tap the power of social networks, blogs, and various community-based sites.
The campaign, which is part of an aggressive viral marketing strategy targeting Generation 2.0., features a beautiful young woman, diamond jewelry, and a sexy, adult storyline.
"Because we''re going after a younger, hipper generation that is not likely to be pulled in by traditional holiday ads, these videos are deliberately less romantic than those typical of our competitors," says Manesh Patel, Szul''s V.P. of Marketing, "The power of Web 2.0 to help a company connect with a new generation of consumers is staggering, and we''re leveraging that power with "Rock Her World."
The first video in the series was released on November 26, and can be viewed here: http://www.youtube.com/watch?v=-WDEoXtvt6U
Launched in 1999, Szul.com is a leading online jewelry company specializing in finished diamond, gemstone, and pearl jewelry in gold and platinum for everyday wear. The company''s product line is manufactured in- house, and includes a full collection of loose diamonds and engagement rings. Szul, a privately held company with annual revenue exceeding 20 million, is located in the heart of New York''s diamond district.