Luxury Daily Interview: Georg Jensen's Hidden Heart Campaign / by romey louangvilay

Georg Jensen launched "Hidden Heart," but was it a good approach for Valentine's Day? Our director of digital marketing spoke with Luxury Daily on the brand's approach.

Danish jeweler Georg Jensen is encouraging consumers to close their eyes and see with their hearts as an ode to the sentiment of St. Valentine’s Day.

Georg Jensen’s social media push extends across platforms, namely Facebook and Instagram, allowing followers to interact with the campaign in different ways. By asking questions of its social audience, Georg Jensen is able to create a dialogue that extends beyond its own promotions for a feeling that is more authentic, especially as the content generated regards individual experiences of love.

“Social media is the common medium where most consumers will be,” said Romey Louangvilay, chief curator and director of digital marketing at Curate Directive, New York. “While other forms of communication is still important, social media where consumers share their own moments, research gift ideas or simply, communicate with their friends and loved one. It’s a strategic move for Georg Jensen to focus on social media as a primary platform to share this message."

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