ArtCarved launched the selfie contest in conjunction with its “Live for the Moment” campaign, which is aimed at targeting millennials via digital advertising. The company hopes to offer current clients a chance to win jewelry valued at $5,000 and also entice new customers to shop its collections and become regulars.

“The overall goal for the ‘Put a Ring on It’ contest is to build brand awareness and consumer engagement, through a fun, interactive and easy-to-enter contest,” said Mai-Ning Thayer, vice president of brand management at Frederick Goldman Inc. “By having a strong call to action for consumers to go into an ArtCarved retailer and try on a ring to enter the contest, it gives them a personal connection to the brand and their local ArtCarved retailer.”

Building the brand
Although ArtCarved was founded in 1850, it first began offering personalized jewelry options in 1996. Their products are available online and in ArtCarved-approved retailers.

With the influx of other engagement and wedding specialty online retailers, ArtCarved is taking a more personal approach to gaining clients. In addition to engagement and wedding bands, the company is offering other options such as class rings, anniversary rings and personalized pendants.

“As a brand, ArtCarved truly values and celebrates the way our consumers live and love, from the big moments, to the small moments and all of the moments in between,” said Ms. Thayer.

ArtCarved’s Web site lists ideas and inspirations for personalized jewelry, from love and romance to philanthropy and friendship. By offering options for all occasions, it hopes to differentiate itself from its direct competitors.

Selfie contest
The “Put A Ring On It” contest is running from September 1, 2014 through October 31, 2014. The campaign requires entrants to visit an ArtCarved retailer and try on any ring of their choosing.

Using their smartphones, guests must snap a selfie of their ring-adorned hand and upload the photo onto www.ArtCarvedBridal.com/PutARingOnIt after completing the entry form. ArtCarved is bringing in a social media aspect by also requiring entrants to share the photos on social networks and ask friends and family to vote for them.

The photo with the most votes will win. The winner will be announced in mid-November.

While many of the entrants of the contest are likely to be soon-to-be-engaged couples, ArtCarved also hopes to offer married couples a chance to upgrade their rings.

“We love when consumers share their special moments and personality with us,” Ms. Thayer said. “The photos and captions are also a great way to grab the attention of their friends and family who are voting for them to win, and a way to give a shout-out to the retailer.”

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York