The luxury brand Mikimoto has partnered with its digital agency Rokkan in a new campaign aimed at changing the world's perception of its pearls.
Led by a series of short films, "Explore The Original" launched in the United States last week, and sends a message that there is a difference between "owning and being a treasure."
With this new campaign, the 123-year old Japanese company intends to celebrate the evolving Mikimoto woman who is surprisingly different from who we expect a pearl wearer to be, according to Yugo Tsukikawa, senior vice president of marketing and brand strategy at Mikimoto America. There is no cashmere twinset in sight and the women do not wear pearls in the traditional way.
"We wanted this campaign to pay tribute to what Mikimoto's pearls have always meant to our consumer, while also exploring what Mikimoto can evolve to mean in her life," he said
The "Explore The Original" campaign is comprised of four films, all produced by Rokkan, including three 15-second films set in New York, Paris and Tokyo, and one long-form film that ties all three locations together. In these films, we learn that the Mikimoto woman does not conform to expectations.
These films will be shared via paid social placements on Instagram and Facebook, with the Rokkan media team also handling the paid placements on behalf of Mikimoto. Rokkan has also re-tooled the Mikimoto websites, and will be showcasing the "Explore The Original" messaging via the brand's homepage.
"Mikimoto has an amazing legacy of luxury—I remember my mom catching me going through her jewelry box when I was young and telling me that Mikimoto is THE brand for pearls. It's incredible that they've been gracious enough to give us the keys to drive the brand forward," Laura Mulloy, SVP-executive creative director at Rokkan.