F&L Designer Guides

An Online Copywriting Case Study

How we created a powerful, multi faceted copy and content strategy to showcase and celebrate independent UK engagement ring designers and boost their exposure to the more lucrative markets across a variety of online platforms.

The Client

F&L Designer Guides is a unique community of some of the most creative designers of engagement rings in the UK. With joint marketing efforts, it aims to give Britain’s independent jewellery craftsmen the praise and exposure they deserve.

The Challenge

Britain is home to a vibrant community of independent engagement ring designers, who skilfully craft one-of-a-kind creations you’d be hard-pressed to find on the high street.

However, this community has remained relatively unknown due to low visibility in the marketplace. While their passion, talent and creations are top-notch, like most independent craftspeople, these designers struggle to find the time or inclination for self-promotion.

As a result, the public as a whole was not aware of the opportunity of going bespoke, and how much more inspiring and fun it is to create their own unique engagement ring.

The Strategy

These designers needed a champion to enthuse about them, to talk about them, to spread the word about their amazing work. They needed a go-between between the design world and the public – someone who could show the average shopper the world of fantastic alternatives to the same-old high street engagement rings.

To help them achieve this objective, we decided upon a powerful strategy that relied on the concept of strength in numbers, combined with our vision of Total Exposure. This was a dedicated, concerted effort of showcasing and highlighting the designers’ amazing creations and trumpeting these positive and inspiring messages across the internet.

We created an online community of nearly four dozen bespoke and independent engagement ring designers and gave them one influential marketing springboard, which we proudly called The F&L Designer Guides.

The 4 Part Onsite Copy Strategy

Having brought together the designers, we next launched a robust content programme to showcase and celebrate their work. Our Total Exposure package focused on a plethora of content and exposure opportunities, ensuring maximum coverage and publicity for each of the F&L designers.

However, when it came to the onsite copy for the F&L Designer Guides, we decided to focus on the four most important elements of copy to achieve our exposure objectives for these designers.

Part 1: The Profile

The foundation of our copy concept comprised a beautifully written and laid out profile page, which included information on each designer’s style, aesthetic, and sources of inspiration, along with photos showing off their most stunning pieces.

A crucial marketing element of these profiles was the idea of product differentiation. We worked hard at positioning the designers and their pieces as fresh, original alternatives to high street jewellers and mainstream engagement rings. The designer profiles were an essential part of introducing the eye-opening range of design and style options for engaged couples.

F&L Designer Profile Page

Profile page for jewellery designer Karlin Anderson.

Part 2: Celebration Pieces

While the designer profiles focused primarily on the designers themselves, we needed to also create content that focused on their amazing bespoke engagement rings. We wrote up a series of articles and blog posts, each of which showcased and celebrated a remarkable creation by one of the designers. Over the period of one year, we wrote up many hundreds of these highlight articles, providing customers with a huge library of content and a massive showcase of designer rings to choose from.

Celebration Pieces

The intros of celebration pieces highlighting rings from the F&L Designers.

Part 3: News & Press

Even the best of our clients tend to struggle with news and PR, and this was true for the F&L designers too. So, in order to help spread the word even further for them, we created an inspiring news room and actually wrote their news for them. Every time they created a new design concept, attended an exhibition, were nominated for a prize, featured somewhere prominent – we were there, writing up a news story or press release and working hard to ensure that these news pieces received maximum exposure across the internet.

F&L Press Releases

Intros of Press Releases we wrote about F&L’s members

Part 4: Ideas & Inspirations

While much of the above content was directly related to the designer makers themselves and their work, as a result of the extensive keyword research that we carried out before commencing our work, we also knew that there was also a huge appetite for information about rings, stones, styles and for general advice for those looking to purchase an engagement ring.

For this reason we created an amazing and extensive buyers guide comprising almost 200 pages of information, ideas, inspirations and shopping tips. To help readers consume this information easier, we decided to make this section of copy a really fun read and created a wonderfully informal and chatty house style in the voice of either “F” or “L” (and or course their beloved pet dog, Lemontree), who discussed various aspects of the engagement ring shopping experience as part of their own personal journey of discovery.

F&L Aertcles

More articles that are part of F&L Designer Guides’ onsite web copy.

The Larger Picture

Naturally our onsite copy was part of a larger Content Marketing programme and, as such, everything we created and wrote for the onsite copy also had to be reshaped and rewritten for social media, PR consumption as well as email outreach purposes as part of our multifaceted, integrated distribution strategy to develop more entry points to the website and to ensure maximum exposure across the internet for the F&L designers.

The Results

Our intensive 4 part web copy strategy, coupled with our social media and distribution programme, provided effective market positioning for the F&L brand as a whole, engaging and inspiring content for readers and helped achieve Total Exposure for its 46 members, all accomplished and talented bespoke engagement ring designers, to get the recognition and visibility they deserved.

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