By Bernardette Sto. Domingo
The Diamond Producers Association takes stock of an ongoing marketing campaign that aims to revolutionise the diamond buying experience – a unique retail strategy targeted at today’s discerning consumers.
The “Real is Rare. Real is a Diamond.” promotional strategy led by the Diamond Producers Association (DPA) is making strides in changing the way diamonds are marketed, particularly to a younger generation of buyers.
DPA CEO Jean-Marc Lieberherr sits down with JNA to talk about the success of the campaign in the key markets of the US, India and China as well as future plans.
JNA: Please give us an update on the “Real is Rare. Real is a Diamond.” campaign.
Jean-Marc Lieberherr: 2018 marked the second year of DPA‘s “Real is Rare. Real is a Diamond.” campaign in the US. It is expected to deliver 1.2 billion paid media impressions among adults aged 21 to 34. The US campaign was consistently present throughout the year and was punctuated by several multi-platform programmes that tapped into engaged audiences.
For the first time in the US, we partnered with Gwyneth Paltrow’s wellness outlet, Goop, allowing consumers to ‘shop the campaign’ jewellery online and offline. PR and earned media efforts added an additional three billion impressions in support of unique qualities that make diamonds authentic, rare and the ideal symbol of love and commitment.
In India, DPA is carrying out multi-media promotions. The campaign targets young married couples who are in the initial stages of their relationship, which often begins as an arranged marriage and later transforms into a more personal bond with time and effort – like a diamond. Our campaign wants to capture this shift to a real and rare emotional connection, formed through bonding and intimacy, while keeping diamonds central to the journey.
The campaign has aired in six different languages across key markets in India. We have created a series of original digital films and customised regional content in multiple languages, which can be viewed on Instagram, YouTube and Facebook. Taking a leap from traditional occasions like weddings and anniversaries, each content piece showcases diamonds as an integral part of everyday moments in a couple’s life.
Since the opening of DPA’s China office in March 2018, the China team has launched its first consumer campaign of “Real is Rare. Real is a Diamond.” (珍如此心 真如此鑽) in cinemas and social media in Beijing and Shanghai. The campaign was well-received by a target audience aged 20 to 35. The message of authentic and precious love was relevant and resonated with this audience.
DPA also launched an offline event, “珍如此心Café” in Shanghai as an experiential interaction between couples or friends. In the “珍如此心Café” the couple was offered the opportunity to reflect on and express their emotions of love. Some participants were so touched during the conversations that they couldn’t help but cry.
In conclusion, the launch of “Real is Rare. Real is a Diamond.” (珍如此心 真如此鑽) campaign in China was kicked off successfully in 2018. Moving forward, we are looking at ways to dimensionalise the campaign with more targeted activities for millennials in Shanghai and Beijing.
On the trade and retail front in Greater China, we have launched a mobile-learning platform that uses interactive bite-sized materials to teach frontline sales personnel about natural diamonds. Trade and retail partners are excited about this new way of knowledge sharing. DPA will continue with this approach and offer more content in 2019.
JNA: What is your outlook for the diamond business in 2019? Which markets will drive the growth?
Lieberherr: The US market has been growing for many years and should continue to do so. China is expected to remain strong, too. India will resume growth after a few years of downturn.