Klient:

Preciosa Lighting

Lighting fixtures from Kamenický Šenov that conquered the world

case study

We assist the Czech manufacturer in selling their products to the most exclusive architectural and development projects worldwide

4 continents

that's how many continents our campaigns are running on

8 channels

we use for online marketing

3 languages

we use in our campaigns

their story

LIGHTING MANUFACTURE BUILT ON A CENTURY-OLD GLASSMAKING TRADITION

Let’s start with a little riddle. What do you get when you combine glassmaking with jewelry craftsmanship and add an extraordinary level of skill? If you’re thinking of the production of exclusive chandeliers and lighting fixtures, you’re absolutely right. In this field, Preciosa Lighting, based in the northern Czech town of Kamenický Šenov, stands among the world’s elite.

The local lighting production is deeply rooted in a tradition dating back to the 19th century. It is distinguished by its originality, attention to detail, and meticulous craftsmanship. Without exaggeration, Preciosa Lighting is hard to match in its field, even on a global scale.

It’s likely for this reason that the most demanding clients have fallen in love with the lighting fixtures from Kamenický Šenov. Guests of the Address Beach Resort in Dubai, the ultra-luxurious Ritz-Carlton hotel complex in Amman, Jordan, and travelers at Los Angeles International Airport (LAX) are just a few examples of those who pass under these unique, custom-made chandeliers. Preciosa focuses primarily on supplying business clients, who may invest millions of dollars in their projects.

Over time, the company’s management recognized that while Preciosa Lighting had gained worldwide fame for its unparalleled products, it would be beneficial to further support this reputation through online marketing. The online space is full of potential clients who can be reached through branding campaigns.

However, Preciosa understood that to execute marketing correctly, they needed a reliable partner. Any misstep could result in not only financial loss but also damage to the long-standing prestige of a globally recognized company.

their goal

INCREASING BRAND AWARENESS THROUGH PAID CAMPAIGNS

Preciosa Lighting approached us at Four Bros, then a fledgling marketing agency, back in 2017. Although Preciosa had an internal marketing team at the time, they lacked specialists in paid advertising. They were looking for someone to help them with this segment of marketing. The request was for paid campaigns on Facebook, Instagram, YouTube, Google Ads, Pinterest, and LinkedIn, with global targeting. These campaigns were to be segmented according to affiliations, or business representations, in various parts of the world.

In this case, the goal wasn’t traditional direct sales increases, as selling products worth tens or hundreds of thousands, even millions of dollars, makes direct sales nearly impossible. Therefore, we focused primarily on the B2B segment, targeting specific audiences—designers, architects, developers, investors, and luxury lifestyle enthusiasts around the world—through brand-oriented campaigns.

our solution

GLOBAL BRAND CAMPAIGNS

Although we were still in the early stages as an agency, we already had extensive experience with paid campaigns from previous years. Therefore, it was easy to coordinate the details with Preciosa Lighting. We agreed to focus the campaigns primarily on promoting the brand itself and related activities. It’s safe to say that the campaigns for Preciosa Lighting are unique in almost every aspect. Let’s start with their focus.

GLOBAL B2B CAMPAIGNS

While in most cases we target end customers or a combination of B2C and B2B segments, here we focus primarily on the B2B segment. Additionally, the ads are running globally, specifically across four continents. Due to this global reach, the campaigns are conducted in three major languages. This complexity extends to the content creation process—the text must not only be crafted but also accurately translated. This requires careful consideration, as certain terms can have different meanings in various parts of the world.

PRESENTATION AT PRESTIGIOUS EVENTS

A significant portion of our marketing efforts revolves around globally renowned events that Preciosa Lighting regularly attends. One of the most important of these is the annual Milan Design Week, considered the Mecca of design. Industry leaders gather in the prestigious Triennale Milano design and art museum to showcase new products and design lines, and there is indeed much to admire. Several months before this event, we collaborate closely to devise strategies for attracting the attention of potential clients from around the world, both before and during the event. During Milan Design Week, we work together with Preciosa to present the new Signature Design, which becomes a cornerstone of our marketing for the upcoming year.

Equally significant for us is the Monaco Yacht Show, the most prestigious event in the yachting industry. Every year, the most influential players from around the world converge on the Monaco harbor to showcase the most beautiful and exclusive yachts on the market. Here, we are truly “in the same boat” with Preciosa! Together, we present the maritime program designed specifically for state-of-the-art, ultra-luxurious yachts and other vessels. Over the four days, visitors have the opportunity to step aboard yachts that exemplify the pinnacle of design, innovation, and craftsmanship, and witness firsthand that Preciosa is truly extraordinary.

PROMOTION OF KEY PROJECTS

When it comes to building brand awareness for Preciosa, we have a wealth of opportunities. Beyond prestigious events, Preciosa is also sought after for specific projects, such as the aforementioned Crystal Swell lighting installation at Los Angeles International Airport. This remarkable installation, standing 17 meters tall and weighing 4,000 kilograms, is located in the Tom Bradley International Terminal and is engineered to withstand earthquakes up to 7.0 on the Richter scale. Similarly, we’ve promoted installations in the Dubai Metro, a casino in Macau, and other exclusive projects.

A portion of our campaigns also targets the Czech Republic, focusing on attracting international visitors. Here, we emphasize the promotion of the stunning Preciosa flagship store and showroom, located in a magnificent Neo-Renaissance building from 1894 in the heart of Prague on Rytířská Street. On its 540 m², visitors can admire crystal installations where tradition meets contemporary design, offering a showcase not only for art and glass craftsmanship enthusiasts but for all who appreciate the fusion of history and innovation.

common success

Our long-term collaboration, built on mutual trust, continues to yield excellent results. Preciosa Lighting not only secures new contracts from around the world but also further strengthens its already stellar reputation in the realm of the most exclusive development projects.

Our partnership is ongoing, and together we are planning for the future. As the world of e-commerce continually evolves, we must also adapt our campaigns to align with current trends.

For us at Four Bros, this collaboration is of significant value. It consistently demonstrates our ability to deliver on such a specific and globally-focused project without hesitation and to the complete satisfaction of our client. Promoting a Czech company on a global scale is, in many ways, the cherry on top.

Marek Šoth, Online marketing manager, Preciosa Lighting

The guys from FourBros have been helping us lead campaigns in various international markets since 2017, successfully fulfilling our online strategy. I particularly appreciate their customer-oriented and personable approach, as well as their proactive search for new ways to succeed in online marketing.

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