Love, Set, Match

CHALLENGE

REIGN was preparing to launch its first major bridal-focused collection, Love, Set, Match, inspired by tennis elegance and modern romance. As a newcomer in South Africa’s fine jewellery market, the brand needed a high-impact campaign that not only showcased the craftsmanship and ethical credentials of its lab-grown diamonds but also built emotional resonance with its target audience—style-conscious brides-to-be and fashion-forward women. The challenge was to create a campaign that would cut through social media clutter, educate customers on conscious luxury, and drive meaningful engagement in the lead-up to the collection launch.

SOLUTION

I developed and led the end-to-end creative direction for the Love, Set, Match campaign, ensuring a cohesive visual and narrative experience across all touchpoints. Key initiatives included:

• Crafting a campaign concept blending sport-inspired elegance with bridal romance, tying in themes of commitment, sophistication, and sustainability.

• Overseeing art direction and production for campaign photography and video, capturing high-quality, aspirational visuals that positioned the collection as both luxurious and modern.

• Developing a multi-platform rollout plan for Instagram, Facebook, and Pinterest, supported by email marketing and influencer collaborations.

• Creating tailored social media assets—reels, carousel posts, stories, and Pinterest boards—to maximise visual impact and shareability.

• Integrating educational storytelling on lab-grown diamonds and sustainable luxury to reinforce brand values.

• Driving audience engagement through a high-value giveaway mechanic, encouraging sharing and conversation ahead of the collection drop.

RESULTS

The Love, Set, Match campaign delivered a strong brand moment for REIGN, achieving:

• Increased Instagram engagement rates, with notable spikes during giveaway phases.

• Positive sentiment from the audience, reinforcing REIGN’s positioning as a premium, conscious luxury brand.

• Expanded brand awareness within the bridal segment via Pinterest inspiration boards and influencer shares.

• Strengthened community connection through interactive campaign content and personal storytelling.

• Established a replicable campaign framework for future launches, blending aspirational creative with measurable engagement drivers.