Hatton Garden Jewellers

Converting Social Media Into Prospects & Sales


Hatton Garden Jewellers is a group of retailers in the famous diamond and gemstone trading district in London.

With Christmas approaching, the client wanted to get the maximum attention of various high-net-worth consumers and had decided to run a closed-door shopping event in December 2015.

The challenge was to communicate this to the audience, ensure maximum participation at the event, and also to magnify any activity for longer term ROI.

Our Solution

Our solution included a mixture of social media promotion of the event, prospect capture, and follow-up.

Targeting international consumers

Working in partnership with specialist Chinese marketing  agency Emerging Communications, we created a specific landing page for the event to capture names and to gauge the likely attendance on the night. We created a Chinese translation of the page which could be used to promote the event via Chinese platforms such as Baidu search and Weibo, and integrated them both with an event ticketing system.

Building an audience for future communication

In order to maximise the data capture form the event, we added two more mechanisms:

  1. Waiting list functionality – this meant that we could capture an unlimited amount of data, even though event space was extremely limited, and have an audience to promote future events to.
  2. A “gated” discount, only available with email capture – this promoted additional in-store deals all week and captured names from people who may not have been able to make that particular night.

We developed a follow-up email campaign explaining the deals on offer in more depth, and as a reminder as the no-show rate at free events can be very high.

The event page was also promoted on a wide spectrum of paid and social media including Facebook, Pinterest, Twitter, and Google, and amongst relevant partner businesses.

Amplifying the event

On the event night, we enlisted a photographer to take and share high quality photos which some prominent bloggers featured during and after the event, amplifying the event's brand-building impact and gaining additional social media followers to engage with on future occasions.

Overall the event was a great success, and left the brand with a much larger audience on which to base future activity. We are now planning similar events around other gifting events such as Valentines Day and Chinese New Year.