June 24, 2024

How Michael Hill Nailed Their Rebrand

Rebranding can be tricky. But Michael Hill? They’ve nailed the brief. Their CMO, Jo Feeney, said this was 2-years in the making for the Jewellery giant’s pursuit of innovation. Let’s break down how they’ve gone from traditional to trendy and become the must-watch jewellery brand of 2024.  

Spoiler: it’s all about sleek designs, a dose of tenacity and some killer marketing strategies.

A Fresh New Look

Michael Hill’s rebrand is a masterclass in modern chic. Shedding its old-school vibe, the brand has embraced sleek, minimalist elegance. Think clean lines and a logo that screams sophisticated simplicity, but it’s punchy enough to capture your attention. This isn’t just a new look; it’s a profound shift in vibe. The rebrand confidently proclaims “We’re not just your grandma’s jewellery store anymore.”

Enter Miranda Kerr

The real magic? Bringing on Miranda Kerr as the face of the rebrand. Her global allure and refined charm seamlessly complement Michael Hill’s fresh image. This isn’t just about slapping a celebrity on a campaign, according to Campaign Brief, it’s about aligning with someone who embodies elegance and timeless beauty. Kerr isn’t just a pretty face; she’s the epitome of Michael Hill’s fresh new face. 

Their Marketing Moves 

1. Digital First: Michael Hill has gone full throttle on digital. Their website? A total design and user experience masterpiece. High-quality images, engaging videos, and interactive content make online shopping as enjoyable and carefree as possible. They know today’s customer wants a seamless online experience, and they’re delivering it by the truckload! 
2. Levelling Up Their Social Media: Their social media game is on fire. They’ve honed the craft of crafting content that’s not just eye-catching but also share-worthy. By tapping into user-generated content and collaborating with influencers, they’re not just selling jewellery; they’re cultivating a lively, thriving community.
3. Honing In On Storytelling: Michael Hill isn’t just about products; they’re about moments. Each piece of jewellery tells a story, connects to emotion, and becomes part of life’s special moments. This kind of storytelling builds loyalty and makes customers feel like they’re part of something bigger. It can also trigger an emotional reminder in each of their followers, watching from home. 

Lessons from Michael Hill’s Rebrand

Michael Hill’s rebrand is packed with noteworthy lessons for any business eager to give itself a facelift:

1. Stay Relevant: Embrace minimalism and modern aesthetics to keep your brand looking fresh and relevant.
2. Partnerships: Collaborate with personalities who reflect your brand’s values and resonate with your audience. This is all about authenticity. 
3. Approaching Digital: Ensure your online presence is as polished as your products. For many, this will be the first interaction with your brand; make it one to remember. 
4. Don’t Use Socials As A Hard Sell: Use social media to create buzz and build a community. Your content should spark a connection inside. 
5. Storytelling: Connect with your audience through compelling and relatable storytelling.

If you’re interested in giving your brand a refresh online, get in touch about how our content generation can spark emotions and cause a response from your audience.