Ben Bridge

Redefining the
Perfect Moment.


The Situation


Ben Bridge is a family-run fine jeweler that’s cultivated a loyal customer base over its 100-plus year history. People who know them, love them. But those who don’t, see them as no different than any other big box jewelry retailer—complete with similar products, pricing, and sappy down-on-one-knee “perfect moment” messaging. So how do you cut through the clutter to reach the busy man searching for something special for the woman in his life?

Simple. You don’t.

The Insight


While a majority of Ben Bridge competitors focus their messaging dollars toward men during traditional moments of giving, we discovered a hugely overlooked population that has even more influence on the jewelry purchasing decision: the women who actually wear it. Not only did we need to shift the target, we needed to change the entire conversation.

The Outcome


Today’s savvy, stylish woman can see through that “perfect moment” cliché in an instant. To her, fine jewelry doesn’t lose its value with wear but instead becomes more perfect over time as it accumulates a life’s worth of memories. Our “For Life” campaign celebrates the small moments that add up to something truly special, connecting with women in ways they can relate to and giving them permission to incorporate fine jewelry into their everyday lives. It’s a shift that has positioned Ben Bridge as a brand worth dreaming about, purchasing from, and returning to. For life.

Results

75%
Increase in website sales following FOR LIFE campaign launch
30%
in aided brand awareness
17pt
in excitement about Ben Bridge

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