The latest campaign from the Diamonds Producers Association (DPA) targets the industry’s strongest growth market.
As the third wave of the Real is Rare, Real is Diamond campaign, ‘For Me, From Me’, targets self-purchasing women who account for one-third of all diamond jewellery sales in the US. According to De Beers Group data, this is a $43billion (£3.3bn) diamond market that grew by 4% in 2017.
The campaign videos will debut during E!’s highly rated Oscar coverage on February 24. The activation will include innovative picture-in-picture units on-air before traditional commercial breaks as well as photo gallery takeovers on Instagram and EOnline.com.
Previous Real is Rare, Real is a Diamond campaigns established diamonds as the ultimate symbol of realness and authenticity in love and in life. The latest campaign celebrates the distinct pride and joy women feel in purchasing a diamond for themselves.
DPA say it’s timely for the diamond industry to acknowledge the different needs and mindset of the female self-purchaser and position itself to optimally service her.
The Association’s qualitative research conducted in 2018 helped uncover why women consider natural diamonds the ultimate self-luxury: they can be worn every day with any outfit, they last a lifetime and can be passed down, and they are a good investment because they retain their value. These are all touched upon in the new marketing materials.
The fully integrated mix of assets including video, stills, and in-store collateral will run through Fall 2019 across TV, digital, print and out of the home. An expanded assortment of customisable in-store materials including tagged video, print, and digital creative, visual merchandising support and POS materials give retailers the tools to amplify the campaign and further leverage the national marketing investment.
Alongside reaching consumers, this campaign has been created with the needs of the retail community in mind.
The DPA plans to on-board leading retailers into the program during the enrollment period, which runs through June, at which point, the paid media campaign will be running on all platforms. Retailer assets will be available for order starting the second week of March. DPA will also distribute related social media content via their trade portal and Shareable Content emails.
In-store material will be supplemented by a self-purchase module on the DPA’s e-learning platform and sales training by Performance Concepts.