Advertising Case Study
Rordan Shane, Executive Vice President, Shane Company
Shane Company is the largest amily-owned jeweler inNorth America. It was ounded in 1971 and specializesin engagement and wedding rings. Based in Englewood,Colorado, the company has 20 stores in 14 majormetropolitan areas o the United States.
Shane Company has been a heavy radio and traditionalmedia advertiser. Its radio campaign, eaturing thevoice o ounder Tom Shane, is the longest-runningradio ad campaign in the medium’s history. However,2 ½ years ago, in order to become more current andto more eectively reach its target audience o 18- to34-year-olds in relationships, Shane Company decidedto try something new. It created a Facebook Page, theree public profle that enables companies to sharetheir business and products with Facebook users on anongoing basis. “We wanted to get a better reach andbecome more relevant,” says Shane Company ExecutiveVice President Rordan Shane.
Shane Company began its Facebook Ads campaignin February 2010 with two Premium Poll Ads, ads thatengage users by asking them questions or getting themto vote on topics. Shane’s ads asked users to nominatetheir avorite diamond shapes and to vote or their avoriteo three possible marriage proposal scenarios.
Facebook Executive Summary
To make the jewelry retailermore relevant to its audience
Launching ‘poll’ ads toencourage discussion and eedback
Company to reach its targetmarket o 18- to 34-year-oldsin a much more targeted andcomprehensive way thantraditional advertising media could
campaign, Shane Company hasbuilt an online community, whichresonates with its brand valueso approachability and trust
“We can be much more surgical with our targetingthan we can on TV or radio. There’s nothing like itin terms of precision.”