Swarovski
Supported the conversation around racial injustice by amplifying the voices of minority groups that need to be heard.
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Swarovksi
Times Square Billboard Donation
Swarovski has been designing, manufacturing and selling the world’s highest quality crystal since 1895. As a global brand, their participation in issues such as race and sustainability remains a fundamental action and is another way of communicating their core values to their customers.
The Brief
Identify a way the North American brand team can effectively respond to both the Black Lives Matter and Stop AAPI Hate movements, creating momentum and sparking significant social conversations in 2020 and 2021.
The Criteria
Act quickly, yet thoughtfully.
Our Proposal
Donate Swarovski’s Times Square billboard space to a civil rights organization, providing a platform that allows their messages to be seen and heard loud and clear, including key CTAs that invite audiences to learn more about their cause and how they can donate.
Social Media
This Project Exemplifies
How to go beyond just another social post and contribute to crucial conversations, such as the one about racial injustice, in a more meaningful way.
What We Achieved
With an approximate ad value of $150k*, the Stop AAPI Hate billboard donation video in April 2021 was shared on the organizations Twitter feed (34.1K followers), which to-date has garnered: 2.8k views, 183 likes and 44 retweets.
The NAACP billboard donation, which went live in June 2020, was shared to the organization’s Twitter feed (656.1K followers), which to-date has garnered: 247 likes and 55 retweets, as well as via their Instagram feed, which has received 46,957 likes to-date. Swarovski also shared this on their North America Facebook page, reaching 43,146 people, receiving 3,045 engagements and 67 reactions.
Why It Mattered
Not only did it give Swarovski the chance to contribute to this important cause in a completely unique way, different to any other brand, it amplified the voices of minority groups who wouldn’t normally have access to this central advertising space.