Data & Analytics - Performance
Van Cleef & Arpels
How we analyzed the visibility and media coverage for a high jewellery Maison collection in order to gain a better understanding of how it is discussed and presented in the print and online editorial press, and thus improve the communication strategy for the highlights to come
Renowned French jewellery Maison.
Emblematic of Van Cleef & Arpels since 1968, the Alhambra motif is inspired by the four-leaf clover and celebrates luck through constantly reinvented pieces of jewellery.
The challenge
Van Cleef & Arpels wanted to explore in depth the visibility of the Alhambra collection in the print and online editorial landscape.
The project and its results
This report sought to unravel the many dimensions of how the collection is depicted by the press and will be immediately perceived by the general public, by highlighting the nuances of its exposure and editorial treatment.
Thanks to a complete review of the editorial perspective on the Alhambra collection, this study aimed to provide a better understanding of how the collection is discussed in editorials and valuable informations that can be used as a compass to refine the collection's press strategy in an ultra-competitive environment. Overall it is more than 1,300 print and online clippings analyzed between April and July 2023, from over 40 countries and analyzed in more than 30 different languages.