Mikimoto announces Explore The Original campaign
NEW YORK, November 1, 2016
Mikimoto, the world-renowned jeweler known for pioneering the art and science of pearl culturing, in partnership with its Digital Agency of Record (AOR), Rokkan, announces a new digital campaign aimed to change the world’s perception of pearls. Led by a series of highly stylized films, “Explore The Original” launches in the United States today with support through paid social.
With 123 years of history, the Mikimoto name has become synonymous with cultured pearls and is a symbol of Japanese culture throughout the world. Mikimoto was one of the first Japanese brands to expand into international markets, with boutiques now open across the United States, United Kingdom, France, Singapore, and China, among many other countries. With this new campaign, Mikimoto intends to celebrate the evolving Mikimoto Woman and showcase the difference between owning and being a treasure.
“The Mikimoto pearl necklace has become an iconic symbol of luxury around the world,” said Yugo Tsukikawa, Senior Vice President (SVP), Marketing and Brand Strategy, Mikimoto (America). “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.”
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 is surprisingly different from who we expect a pearl wearer to be—there’s no cashmere twinset in sight. But just like she doesn’t conform to expectations, she doesn’t wear her pearls in the traditional way.
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. As Mikimoto’s Digital AOR, Rokkan has also been essential to reimagining the Mikimoto websites, and will be showcasing the “Explore The Original” messaging via the brand’s homepage to raise further campaign awareness and encourage visitors to shop the collections.
Laura Mulloy, SVP, Executive Creative Director at Rokkan, is thrilled to continue the agency’s partnership with such a storied and impressive brand. Said Mulloy, “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. With our ‘Explore The Original’ films, we’ve been able to illustrate who the modern Mikimoto Woman is in a powerful way.”
Mikimoto is recognized as the world leader and foremost producer of the finest quality cultured pearl jewelry. Company founder Kokichi Mikimoto was the first person to develop a technique for the cultivation of pearls in 1893, which is still in use today. The company is internationally recognized for its product design, superior craftsmanship and strict quality control. Mikimoto’s American retail stores are located on Fifth Avenue, New York; Beverly Wilshire, Beverly Hills; South Coast Plaza, Costa Mesa and The Shops at Crystals, Las Vegas. Mikimoto is also sold at select fine jewelers nationwide. International locations include Tokyo; New Bond Street, London; Place Vendome, Paris; and Hong Kong.