John Hardy Fall/Holiday 2023 Press Event

Campaign Overview

On 25 October 2023, John Hardy staged its Fall/Holiday 2023 Press Event at Four Seasons Jakarta as a two-session, invitation-only showcase for media and select creators. The curated 90-minute sessions gave guests an intimate walkthrough of four key collections—Spear, Surf, Love Knot, and Men’s lines—and included hands-on product try-ons alongside a Classic Chain activation that celebrated the brand’s artisanal heritage. The program was designed to maximize face-to-face engagement with brand representatives, create immersive storytelling opportunities, and provide multiple editorial angles spanning collection newness, craftsmanship, and brand leadership, ensuring compelling content for media coverage.

Objective

The campaign’s objectives were threefold: to showcase collection newness through an immersive and tactile event format, to strengthen ties with top-tier lifestyle, fashion, and luxury media by providing face-to-face access and interactive engagement, and to leverage the press moment to generate interviews, features, and seeded content that would sustain visibility across both editorial and social channels. The ultimate goal was to re-energize John Hardy’s positioning in Indonesia as a cultural and creative leader within the luxury jewelry market.

Conclusion & Results

The campaign delivered impact beyond initial targets, securing strong visibility and reinforcing John Hardy’s luxury positioning.

71 exposures by early November 2023 with an estimated PR value of USD 132K
Final roll-up of 54 media articles with USD 127K PR value
Strong attendance with 27 journalists across two sessions
Two macro-influencer collaborations extended reach and visibility
CEO interviews secured high-tier coverage in PRESTIGE and Robb Report Indonesia
KPI target of 50 clips exceeded with 53+ articles