A well-thought-out social media strategy is key for any brand today – it not only enhances the reputation of the brand, but also delivers on the sales front, says Karan Vaidya, VP, Marketing and Retail Operations, House of Rose
For House of Rose, creativity, teamwork, and engagement come together to craft captivating stories. Discover how this jewellery brand successfully navigates the social media landscape, harnessing the power of quality content and infusing educational elements to connect with its audience. House of Rose's journey is marked by inspiring content that resonates deeply and its unwavering commitment to maintaining a consistent brand tone across multiple platforms.
Q. Can you walk us through how you plan your content for social media – from where do you seek inspiration to put out interesting content for your audience?
A. We congregate our design, sales, and marketing team to plan for the next quarter, keeping in mind the priorities for our upcoming collections and sales. We then stitch together a social media plan that takes into account the various recommendations of all our internal stakeholders. Usually, these brainstorming sessions last for hours and hours, and can tend to get quite heated! The outcome, of course, is always constructive, and helps bring everyone on the same page.
Q. House of Rose has been celebrated for its inspiring content. Could you share a story of a particularly impactful piece of content that resonated strongly with your audience?
A. A couple of years ago, when we weren’t sure of what the impact of social media could be on our business, we launched a collection called Rac N Stac. This collection was based on modular jewellery with Forevermark diamonds and changeable enamel bands. We invested money in creating an animated video in Italy that showcased the playful vibe and uniqueness of the line.
It was the first piece of content that we posted that went viral and garnered more than a million views in just a month. This not only boosted our organic following on the page, but also led to multiple conversions for the collection. It served as an inflection point and a learning curve for us in two major aspects: a) The power of visual depiction in jewellery is far greater than anything else. Investing in quality content always pays off. B) A good presence on social media is not just a branding necessity – if used correctly, it can also be a great sales tool for our business.
Q. Could you elaborate on how House of Rose leverages educational content to not only showcase your jewellery, but also educate your audience about the craftsmanship and the stories behind each piece?
A. Selling jewellery is all about trust. Today’s new-age consumers aren’t interested in brands that are transactional in nature, and believe in one-way communication to simply promote their products without giving anything back to their consumers. While the method of communication and the sales channel may be different today, we still believe it is really important to impart knowledge to consumers to help build their trust, guiding them to make an informed purchase decision.
Q. Many followers look up to House of Rose for inspiration. How do you maintain a consistent tone and message across your social media platforms to keep your audience engaged and motivated?
A. We spent a long time creating what we believed was the brand’s identity. When we opened our first salon in 2004, we ensured that our store was branded by the five senses. Everything you see, smell, touch, hear, or taste should be luxury.
Today, with social media and multiple platforms, the customer has so many different touchpoints to approach your brand that it’s extremely challenging, but important, to maintain a consistent brand tone. Everything, from the creatives we post on our Instagram, to the tone of our website, to the tone with which we reply to customer queries on WhatsApp, is consistent.
We have taken many functions of marketing in-house to ensure this consistency is retained across platforms, creating a seamless experience for our clients. Every single piece of content that we post, whether big or small, is checked by our internal teams in the context of the brand guidelines before it is posted anywhere. While we may err at times, maintaining consistency is something we strive for. Without it, the brand’s image would not be maintained and social media could then negatively impact the brand, instead of creating a positive resonance.