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  • Stephen Lepitak

Accessory Brand Swarovski Wants to Be a Part of Consumers' Self Improvement

The social campaign is led by new brand ambassador Aimée Lou Wood

Sex Education actor Aimée Lou Wood fronts Swarovski campaign. Swarovski

Everyone has different sides to their personality to express, an insight accessories and jewelry brand Swarovski has tapped into while working alongside Sex Education actor Aimée Lou Wood. Together, they want to help consumers recognize and express what is right for them as they aim for better.

Swarovski is an 127-year-old Austrian-based business known for producing crystal, glass and rhinestone accessories and home décor.

The campaign “Note to Self” is led by a vertical one-minute hero film, featuring Wood wearing merchandise from the retailer while trying out different experiences—having suddenly found some free time for herself. It will run across online alongside a series of product films at varying lengths of 10, 15 and 20-seconds. Those experiences include Wood talking to herself about different things she needs to do, such as reorganize her wardrobe and take up meditation, as she begins a plan for self-improvement.

Devised by Somethin: Else Creative Studios, the films and photography will run over a three-month period. These will be distributed through the brand and Wood’s social media channels.

Wood, who has won a British Academy Television Award for her role as Aimee Gibbs in the Netflix series, provided her own input into the scripts, style and production elements of the campaign. As its brand ambassador, she will also appear at red carpet events wearing Swarovski jewelry and accessories.

Mark Rivers, executive creative Director at Somethin: Else, said in a statement: “The team at Swarovski were instantly on board when we suggested a partnership with Aimée, instead of the usual transitory influencer tie-up—and the results have really paid off. Aimée is not only a hugely talented performer, she’s got a great eye and made a valuable creative contribution to this collaboration.”

Something: Else previously worked with the brand to develop social media messaging that would position Swarovski for social occasions, teaming with British personalities including Nadiya Hussain, Katie Piper, Kris Hallenga and Tanya Burr—who also share their dreams and ambitions while wearing its products.


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