Challenge
The Royal Mint faced a highly competitive Q4 gifting season dominated by luxury brands and mainstream retailers.
The challenge was to:
- Position The Royal Mint as a premium gifting destination.
- Drive sales of commemorative coins and luxury gifts.
- Cut through the clutter of festive advertising and reach affluent gifters.
Insight
Our research revealed that:
- Consumers value heritage and craftsmanship during the festive season.
- Gifting traditions resonate strongly when linked to lasting value and emotional meaning.
- Digital-first affluent audiences respond well to contextual content and urgency messaging.
Media Strategy
“Making Your Christmas Precious” | The campaign evolved through three phases:
- October: Introduce the concept of precious gifting.
- November: Showcase stocking fillers and curated gift ideas.
- December: Drive urgency ahead of last delivery dates.
Implementation
A fully integrated, multi-channel strategy:
- Paid Social: Meta, LinkedIn, TikTok, Pinterest, Reddit for precision targeting.
- Programmatic Display & Digital Audio: Spotify ads and premium placements.
- Content Partnerships: Olive and BBC Good Food for editorial and solus emails.
- Print & Sponsorships: YOU Magazine, Telegraph Luxury, and Sky Christmas VOD slots around The Snowman.
- Messaging cadence: Monthly creative refresh to maintain relevance.
Targeting: Interest-based and contextual targeting, leveraging trading currencies (BARB, RAJAR, Route) and IPA Touchpoints data for optimal channel mix.
Impact
The campaign successfully:
- Elevated The Royal Mint’s position as a heritage gifting brand.
- Delivered strong ROI and engagement in a crowded festive market.
- Demonstrated the power of integrated media and urgency-driven messaging.
Key Learnings
- Content partnerships drove deep engagement.
- Meta and Pinterest were top performers for conversion and ROAS.
- Urgency messaging in December was critical for last-minute sales.
