Wove’s AFC Triumph: ‘TNT’ Earned Media Case Study

Feb 14, 2024 | Announcements

We are pleased to spotlight a sparkling highlight along the startup journey of White Rose Ventures portfolio company Wove (https://wovemade.com/), who have recently been dazzled by the global superstar power of Taylor Swift, and the unrivaled spectacle of attention and fandom that follows the 14-time Grammy winner’s every move. 

Wove is a Lancaster-based fine jewelry e-commerce company, specializing in customized and collaborative pieces including engagement rings, bracelets, necklaces, and earrings in various precious metals. Swifties spotted Taylor wearing a new custom ‘TNT’ diamond and gold bracelet gifted by boyfriend and Kansas City Chiefs tight end Travis Kelce, following his AFC Championship victory on January 28th. 

Made by Wove, the company gained significant media attention alongside the superstar celebrity couple for having produced the custom bracelets, of which Kelce also has his own matching ‘TNT’ version. The pieces are part of a wider Wove collaboration with pro-golfer Michelle Wie West. 

The inbound response was immediate and overwhelming, with Wove experiencing a staggering 5,000% increase in site traffic, doubling of social media followers, and more than 2,400% increase in sales in the days that followed, according to People Magazine. This moment not only marks a milestone for Wove, but also exemplifies the potential marketing power of strategic product placements, and the meaningful cultural impact of contemporary celebrity influence.

Catapulting Wove into the brightest limelight of the sports and entertainment worlds, and widely showcasing the brand’s exceptional craftsmanship and design prowess, the earned media windfall offers a marketing case study for entrepreneurs everywhere:

  • Product Placement: Wove’s collaboration efforts with celebrities demonstrate the power of strategic product placement. Taylor Swift wearing a Wove bracelet, gifted by NFL star Travis Kelce, and seen at a highly publicized event like the AFC championship game, created an instant buzz and desirability around the brand.
  • Collaboration and Customization: The bracelet was part of a wider collaboration between Wove and pro-golfer Michelle Wie West, highlighting the importance of partnerships in creating unique products that capture attention. Customizing a piece for a celebrity of Taylor Swift’s stature with the “TNT” initials, showcases Wove’s ability to personalize high-end jewelry, delivering not only the product but also a captivating story.
  • Scaling to Meet Demand: Following the event, Wove experienced a significant increase in site traffic, inbound and sales, underscoring the importance for brands of being prepared for sudden spikes in public interest and product demand. Efficacy in leveraging popular culture moments for brand visibility necessitates a readiness on the part of brands’ sales, marketing and customer success teams to meet the moment. 
  • Innovative Business Model: Wove’s unique approach to the jewelry customer journey,  inspired by trailblazers like Warby Parker, and their ability to provide a personalized experience from design through purchasing, positions them to take advantage of these special opportunities. Their process, which involves quizzes and in-house designers, emphasizes customer involvement and customization, key factors of differentiation in the wider market.

While Taylor Swift herself is another native-born Pennsylvanian with a stratospheric global brand presence, the success Wove created through the ‘TNT’ bracelet event proves that incredible new businesses and brands are being built everywhere, including here in Lancaster PA. 

The Wove marketing case study exemplifies the potential heights achievable to startups with the right blend of quality, creativity and visibility. It demonstrates how innovative product design, strategic partnerships, celebrity endorsements, and an adaptable business model can combine to create a significant PR and sales windfall for brands. Wove set itself up for success by aligning with culturally relevant figures, leveraging modern marketing techniques, and ensuring its operations could handle a surge in interest, all of which are vital lessons for startups and established companies alike.

White Rose Ventures is proud to support Wove on its journey, as the company continues to build its exquisite jewelry creations and customer experiences that capture hearts.  For more about Wove and to see their full range of exceptional offerings, visit their website (https://wovemade.com/).

Swift and Kelce matching TNT bracelets

Wove’s AFC Triumph: ‘TNT’ Earned Media Case Study

Feb 14, 2024 | Announcements