The Diamond Producers Association just announced the third wave of the Real is Rare, Real is a Diamond campaign. Entitled “For Me, From Me”, the campaign is inspired by the natural diamond industry’s strongest growth engine, women self-purchase, which today represents one-third of all diamond jewelry sales in the U.S. A $43 billion diamond market, that grew by 4 percent in 2017, according to De Beers Group data.
The campaign videos debuted during E!’s Oscar coverage on Feb. 24th. The introduction of the campaign included innovative picture-in-picture units on-air, before traditional commercial breaks, as well as photo gallery takeovers on Instagram and EOnline.com. Kristina Buckley Kayel, who is the managing director of North America for the DPA, explains that “Previous Real is Rare, Real is a Diamond campaign established diamonds as the ultimate symbol of realness and authenticity in love and in life”. Whereas, she describes the From Me, For Me campaign, as one that “celebrates the distinct pride and joy women feel in purchasing a diamond for themselves, a celebration of self that is beautifully embodied by the enduring qualities of a natural diamond”. She continues by saying that “It’s time for the diamond industry to acknowledge the different needs and mindset of the female self-purchaser and position itself to optimally service her.”. It is reported that the DPA’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.
Kayle also talked of the statistics of the report and how one millennial woman in the focus groups stated, “I just feel more confident when I wear diamonds I bought for myself. I’m more confident. I stand up a little straighter.” Added another: “To me, diamonds are a beautiful piece of artwork.” And a third said, “If you buy a diamond for yourself, you get more of a sense of pride wearing it than if it’s a gift.” This campaign was created with the needs of the retail community in mind. For Me, From Me “communicates a simple message, and retailers play a critical role in making it mainstream,” said Kayel.
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 home. An expanded assortment of customizable 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.
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 by visiting shop.diamondproducers.com. DPA will also distribute related social media content via their trade portal and “Shareable Content” emails this week.
In-store material will be supplemented by a self-purchase module on the DPA’s e-learning platform and sales training by Performance Concepts. To receive more information about how to enroll, click here or contact email@example.com.
The DPA thanks its many partners for providing the beautiful jewelry for the campaign, including Jade Trau, Sara Weinstock, Hearts on Fire, Lauren Addison and Sethi Couture.
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