#SayBro: How INOX Men’s Jewelry Found Its Voice with New Marketing Campaign
Isn’t it fascinating how a simple word can connect individuals with shared interests? Imagine using a single-word code such as “Bro” to create an absolute connection between individuals passionate about jewelry. You may think it sounds cliché, but trust me, it’s undeniably cool. And it’s one of the best campaigns our team has worked on.
Wanna know how we do it? Let me share the behind-the-scenes and a short story of how INOX’s Jewelry #sayBro campaign was “born.”
Retelling the Brand’s Story
So, INOX Men’s Jewelry has heard the word from its customers and retailers countless times and wondered if it would make a great official campaign. And they did it! As part of the Jewelry Store Marketer team, we’re thrilled to be part of the creation of this campaign, which we called the #sayBro campaign.
INOX Men’s Jewelry was established by Salesone LLC in 2000 to provide wholesale distribution of mid-level men’s jewelry brands in the US. Since its inception, INOX Men’s Jewelry has expanded its reach beyond the US. It can now be found in multiple countries worldwide.
The company has gained recognition for its affordable price and wide range of designs, including bracelets, pendants, necklaces, rings, earrings, and accessories. The brand’s unwavering commitment to quality and exceptional craftsmanship has earned it a loyal following of customers passionate about men’s fashion.
For the last 17 years, their marketing efforts focused on catering to their wholesale customers. It was all about wholesale marketing featuring the newest brands, promotions, trade events, etc. But for the first time, in an exciting move, the business owner has expressed a desire to create a marketing campaign that could appeal to consumers and focus on branding the business’s signature name or brand, INOX Jewelry. It’s the kind of thrilling, challenging, and nerve-wracking marketing plan most businesses go into, but it’s fun, so why not make the best out of it?
Finally, the #sayBro Campaign
During my consultation with the INOX Jewelry team, we discussed the company’s first consumer branding campaign. We aimed to develop a strong brand identity centered around the concept of “BRO” and promote a positive “BRO” culture.
Together, we engaged in a creative brainstorming session, eventually landing on a simple yet highly effective idea: focusing on the word “bro” as a compliment that men use to express admiration for cool items. I mean, it’s where all the ideas come from; why go look for complex concepts when the heart of our campaign was right before us?
We recognized that the essence of the “BRO” culture was rooted in the contributions and feedback of customers themselves, making inclusivity another important component of our campaign. By tapping into this culture and highlighting how it celebrates individuality and #coolness, we developed a unique and memorable brand identity for INOX Jewelry.
We wanted to create a branding campaign that was simple, fun, and easy to remember, and what’s more simple and fun than saying “bro” in different ways?! So we brought together a diverse group of men and filmed them saying “bro” in all sorts of ways — “bro,” “broski,” and “bra.” We filmed everything on a green screen, allowing us to create different backgrounds and visual effects. The end result is just fantastic!
We plan to share the campaign across social media platforms and industry channels and even update our trade show booths — everywhere! Things like this are worth sharing with the public. This is just the beginning. If people love this campaign as much as we think they will, we’ll create even more assets for the campaign in the future!
The Role of Jewelry Store Marketers
Our team at Jewelry Store Marketers was involved in every step of the process. We left no stone unturned, as our team was invested in every aspect of the campaign, from ideation to concept development, filming, editing, and more. This was truly a collaborative team effort of combining our talents, and we couldn’t be happier with the results.
So here’s the bottom line: if you’re looking for help creating a marketing campaign that’s fun, memorable, and effective, Jewelry Store Marketers is here to turn that creative campaign to life. We are more than excited to support you throughout the process, whether you require assistance with digital marketing, jewelry branding campaigns, or anything else to make it work. Contact Jewelry Store Marketers today, and let’s bring your vision to life!