Social sharing of reveal moments strengthened visibility for the brand across digital platforms
Mumbai: Solitario recently launched its ‘What’s in the Box’ campaign to create direct interaction with audiences and bring them into its stores. The campaign involved a representative of the brand carrying a box, approaching people in public spaces and asking them to guess what was inside. Those who guessed correctly received a coupon and a chance to visit the showroom to open the mystery box for a reward and even win a diamond worth Rs 1 lakh.
By linking campaign participation with an in-store reveal, the brand came up with a format that not only created intrigue, but also ensured store visits. Explaining the idea behind the initiative, Kabir Kate, Chief Marketing Officer, Solitario, said, “The core idea was simple: we saw a massive cultural trend toward ‘Mystery Unboxing’ and decided to lean into it. But instead of just hopping on a trend for vanity metrics, our objective was customer activation.”
Participants who engaged with the campaign online in response to the brand’s posts too received an opportunity to open a box at the store. According to the brand, the activity created moments of anticipation and engagement during the reveal process. “There is something incredibly human and raw about watching someone open a box and realize they’ve just won a luxury item. It turned our stores from quiet retail spaces into high-energy ‘theatres’ of possibility,” Kate said.
The campaign also served as a value signal for the brand within the lab-grown diamond segment. Kate said, “We wanted to create a high value proposition. By putting a high-value, certified stone in the box, we anchored our brand’s perceived value. This reward structure acted as a customer acquisition cost investment, and the visibility and organic PR generated far outweighed the traditional ad spend we would have otherwise used.”
The campaign led to increased brand visibility due to social sharing as participants posted their reveal experiences online. The initiative also opened conversations with store visitors about the brand’s lab-grown diamond offerings.
Solitario was established in 2022 by co-founders Vivek Oberoi and Ricky Vasandani. It currently operates 18 stores and 21 shop-in-shops across 22 cities in eight countries.
Written by Achal Chaubey
Retail Jeweller India Exclusive
