Wednesday, 30 November 2016


To support the holiday season, Swarovski designed an online experience to reinforce the brand as a key gifting destination. Kicking off the experience, Swarovski partnered with Karlie Kloss to create digital content starring the global brand ambassador on her Klossy YouTube channel.

In the YouTube video, Kloss’ quirky and spontaneous personality shines through as she prepares for a holiday dinner. From food prep to an impromptu dance party, all while wearing Swarovski jewels, viewers get a chance to sneak a peek at Kloss’s holiday routine. Featuring some of the brand’s key fashionable pieces, the video reinforces the inherent sparkle of Swarovski for the holiday season. With such daring and unconventional content, Swarovski aims at engaging its audience while reaching out to millennials through subtle brand messaging. “Partnering with Karlie for this activation was a great way to break through the clutter, with a more daring and fresh take on the holiday season. We gave Karlie the freedom to express her authentic voice on her Klossy YouTube channel, as well as to choose the Swarovski jewels she liked the most.
 The result is a reflection of the Swarovski woman – confident, authentic, and always sparkling.”, indicates Yelena Aschberger, Vice President Digital Communication, PR & Events
 Going live on Kloss’s Klossy YouTube channel as of November 29th, the video will also be hosted later on Swarovski’s platforms as part of the full holiday digital activation. Central to this activation is an Advent Tree which will provide daily delight to shoppers during the weeks leading up to Christmas, starting December 1st. Behind each blue box is a surprise from friends of Swarovski as well as a chance to win selected Swarovski products. - Live December 1st

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