Jeweller Michael Hill releases emotive Christmas campaign for peak sales period

Approximately two years since its rebrand, jewellery retailer Michael Hill continues to invest in storytelling to drive growth and affirm its aspirational positioning in the category.

A still from Michael Hill's Christmas TV advertisement from creative agency CHEP Network

As Christmas decorations begin to adorn the shopfronts of retailers across the country, screens and billboards are also being filled with creative assets of the festive variety, including jewellery brand Michael Hill, which has released a new advertisement for consumers in the Australian, New Zealand and Canadian markets.

The Christmas season is the largest advertising period of the year for the brand, Michael Hill’s chief marketing officer Jo Feeney told The Growth Agenda.

“Sales across the months of November and December more than double monthly sales across the rest of the year,” she said. “The campaign investment therefore reflects this sales lift.”

The emotive campaign comes from the jeweller’s creative agency CHEP Network Brisbane and charts the story of a family navigating change.

In a 2½ minute film, viewers are shown a story about a father welcoming a new partner into his family. His daughter struggles with the transition, but eventually shows her acceptance of the new family dynamic. This heartwarming moment is marked with the age-old tradition of gift-giving, as the daughter hands her father’s new partner a present – a pair of earrings – on Christmas Day.

The creative approach is unexpected and out-of-the ordinary for the jewellery category, CHEP Network’s executive strategy director Katie Peacock said.

“It’s actually a reality for a lot of Australian, NZ and Canadian families. Behind the obvious sits the story of the enduring love between a daughter and her dad. What I love is that every time we show the work to someone, they share a piece or a part of the story in their life.

“We wanted to continue with our strategic insight from the previous two years, that giving is better than receiving. But this Christmas may be a little tougher for lots of us, so whilst we are still seeking to give personal gifts with meaning, they won’t be frivolous ones that will be forgotten about when the season comes to an end,” Ms Peacock said.

Ms Feeney added: “The authenticity of the story shows genuine emotion and a story that so many of us can relate to in one way or another. It’s hopeful and heartfelt and truly shows how there are moments that deserve a piece of fine jewellery.

“It makes you feel something and that’s what we hope our audiences take out of this. I love that it’s less traditional, and shows what people are really experiencing in their lives and that this is a time to celebrate real human connections.”

The campaign comes approximately two years after Michael Hill repositioned its product, brand and communications to be more aspirational, and this strategy is resonating with consumers.

“Telling the story of Christmas in a less traditional way enables Michael Hill to stand out and connect with audiences in a way that is more meaningful and real,” Ms Feeney said. “As part of the Michael Hill aspirational journey, one of the goals is to be seen as truly different. We know this has resonated with our target customers as evidenced by data over the past two years.”

Since it began tracking perceptions of its brand, consumers who felt Michael Hill is “a truly different brand” increased by 42 per cent. The effects of advertising have also already appeared in its brand metrics.

“Using advertising to showcase modern and unique products rather than being price-led has increased the rate of our target customers who feel we have modern unique products by 18 per cent.”

Ms Feeney added that personalising communications to the two million members of its loyalty program and telling more emotive and aspirational stories through mass-reach advertising channels, such as TV, had driven brand growth.

“This has contributed to a 38 per cent increase in the rate of our target customers agreeing that Michael Hill has a lifetime relationship with them,” she said.