NEW YORK, NY--(Marketwire - Dec 21, 2011) - iNDELIBLE -- In 1916, Mikimoto pearls re-defined the pearl industry by patenting the technique for cultured pearls, which are the pre-dominant pearls used today for luxury jewelry and accessories. Nearly a century later, Mikimoto has once again re-defined their industry by culturing a new technique that has elevated perception, increased awareness and gathered thousands of new consumers amongst the millennial demographic that may not have been attracted to the pearl industry or the Mikimoto brand otherwise.
Mikimoto partnered with creative digital agency iNDELIBLE to create a new system of social media content distribution for their brand that resulted in forming partnerships with some of the most influential fashion, beauty, lifestyle and accessories bloggers around the world. Thousands of new Facebook fans, increased brand sentiment and massive link-building became prevalent almost immediately around the Mikimoto campaign. Bloggers and digital influencers such as ManRepeller, Le fashion and Stop It Right Now paired their Mikimoto pearls with seasonal trends, black leather outfits and editorial such as "The Girl with the Pearl..." with such strong success that fashion media conglomerate Lucky Magazine syndicated editorial from the Bloggers and verified that pearls are in style now more than ever.
Mikimoto utilized their Facebook page to leverage the massive influx of traffic brought in from their blogger partnerships to connect with new fans and gave them the chance to win a pair of their own Mikimoto white pearl stud earrings and strand necklace that retail for over $3,000. The end result was a monumental success for the Mikimoto brand as they not only increased Facebook visibility by the thousands within three weeks, but also increased the amount of conversation around Mikimoto and the pearl industry from 12,000 pieces of dialogue in 2010 to over 180,000 at the end of the social media campaign.
Mikimoto is carrying their own tradition forward for re-defining their industry by sparking conversation around their Black South Sea Pearls on their Facebook page and continuing to build the bridge for consumers to interact with the brand through Social Media.