Communicate the heritage brand and products of one of Ireland’s oldest jewellery and watch stores to an existing database and to encourage their target audience to shop in-store and online.
Weirs has two target markets to communicate to: 40+ market, wealthy individuals looking to purchase pieces that will last to the next generation and young urban individuals looking to buy fashion jewellery and watches for themselves or as gifts for others.
In order to reach both markets, 256 created tailored content for both target markets across print and digital.
Developed a communication strategy for both target markets that ensured highly targeted delivery of all content
Used COPE to create content that would work across many platforms
Created two magazines: 16pp newspaper and a 100pp glossy magazine
Provided a full magazine service from ideation, through shoots, editing, design and delivery
Distribution through the Irish Times and U Magazine
Created content from the magazine for targeting be used in social media
Created content that could be used on their website
Produced digital versions of the magazine with click to buy on each product
Weirs has seen a significant increase in the number of customers as well as spikes on their website from social media postings from content created for them.