Fast-growing jewelry brand Alex and Ani ran its second Super Bowl ad alongside more mainstream names such as Heinz, Coca-Cola and Chevrolet. Alex and Ani grew from a $4.5 million business with a staff of 23 in 2010 to projecting $165 million in 2013 revenue and employing 900 people. JH Partners made a minority investment in the company in 2012.
The ‘Gifted’ brand in our 2013 Digital IQ Index: Watches & Jewelry report has been digitally savvy in its marketing efforts. Alex and Ani was one of five Index brands to send abandoned cart emails. It had the third largest Twitter community of 80 brands in the report with more than 116,000 followers and the fourth largest Instagram account. It created a close to seamless mobile shopping experience by listing all steps in one page.
Alex and Ani brought that digital know-how to the Super Bowl. While many predicted the brand would release the entire commercial before the event, it released only a few teaser screenshots on the Friday before, January 31, and asked users to predict the theme. During the game Alex and Ani tweeted Vines of hands and arms adorned with its jewelry in super bowl related poses. One Vine congratulating Seattle featured a charm bracelet with the Seahawks logo.