Serena Williams is using her Instagram Stories to encourage more of her 11.8 million followers to buy items off her jewelry collection Serena Williams Jewelry.
In a series of videos, Williams is seen wearing some items from her collection. In one clip, she is heard saying “Rapunzel, Rapunzel, let down your weaves” while twirling. In another clip, she is also low-key pointing to her earrings to show them off.
When Serena Williams Jewelry was first launched, Williams leveraged her massive social media following to spread the word about the line. She used her account to do an Instagram party that effectively flooded the news feeds of her fans.
William’s other innovative ways to promote her products
Williams has been at the forefront of innovative ways of reaching out to potential customers in the digital world. For example, Williams used Instagram to post some items from her S by Serena fashion brand. This included a wonderful sequin jacket, which can be immediately purchased on the platform through Instagram’s new Checkout feature.
The 23-time Grand Slam winner also used her partnership with Verizon Media to introduce a video series to the world. The series, which is called Everybody, Every Body, displays major items from the fashion line’s fall 2019 collection.
The Yahoo Shopping series is also revolutionary in a way because it makes use of new Verizon Media technology that enables clicking content while the clip is playing. This makes shopping for S by Serena fashion items much easier.
— Luke (@Luke16572469) December 10, 2019
Serena’s strength as a woman is clearly an inspiration for the brands. Sublime Communications is the digital marketing agency that crafted the campaign for both S by Serena and Serena Williams Jewelry.
So far, innovative marketing and improved accessibility has been paying off for the brands. According to Williams’s team, Instagram accounted for 50 percent of the line’s sales during the week the sequin jacket was posted on the platform. There is no data yet on the video series’ impact on S by Serena sales.
Serena’s clothing and jewelry line
Both S by Serena and Serena Williams Jewelry just launched in the latter half of the year. These are big steps for the 38-year old tennis icon that is wading her way into the world of fashion. Thankfully, she already has a lot of experience dealing with that world as a fashion icon herself.
It can be recalled that the introduction of S by Serena in the New York Fashion Week in September made major headlines. The fashion show was attended by Williams’ friends Meghan Markle and Anna Wintour. On the other hand, Serena Williams Jewelry became available immediately on Fred Meyer Jewelers.
Serena Williams’s ranking and performance in 2019
Ranked no.10, the American played her last match on the 7th of September when she lost to Bianca Vanessa Andreescu 6-3 7-5 in the final in U.S. Open.
Serena Williams’s best performance of this year was reaching the final in Wimbledon, Toronto and at the U.S. Open.