"NEW YORK - Jewelry maker Mejuri in 2024 was presented with the type of marketing moment that even loads of media spending can't always replicate. Watching her now-fiance play at that year's AFC Championship game, Taylor Swift appeared sporting an heirloom signet ring from the brand, propelling the product to overnight fame as the pop star and beau Travis Kelce were photographed in a close embrace on the field."
""We don't know where the product is going to end up because the celebrity will pick the product," said Mejuri CEO and co-founder Noura Sakkijha at the National Retail Federation's Big Show on Sunday. "The tip that I would say is really to build a community of influencers, build a community of stylists. If people love your product, it will end up in the right hands.""
Mejuri's heirloom signet ring gained overnight fame when Taylor Swift wore it while watching Travis Kelce at the AFC Championship, creating an unpaid but high-impact product moment. Mejuri capitalized by preparing beforehand and amplifying the appearance through PR and owned social channels without appearing forced. CEO Noura Sakkijha emphasized building a community of influencers and stylists so products naturally reach influential hands. Panelists from Coterie and Beyond Yoga highlighted community-driven tactics and social media word-of-mouth to drive viral attention. Beyond Yoga launched a major brand platform, "Seek Beyond," starring Issa Rae, combining celebrity presence with influencers and everyday customers.
Read at Marketing Dive
Unable to calculate read time
Collection
[
|
...
]