- US: $44 million (59%)<\/li>
- Europe\/Global: $4 million (5%)<\/li>
- India: $10 million (13%)<\/li>
- China: $17 million (23%)<\/li><\/ul>\n\n\n\n
NEWMOMGIFT AND HIGHLIGHTS OF THE INDIA CAMPAIGN<\/h4>\n\n\n\n
In 2019, the DPA\u2019s focus in India was three-pronged:<\/h5>\n\n\n\n
- Build a new occasion while reinforcing the uniqueness of natural diamonds as precious and symbolic gifts, via #NewMomGift<\/li>
- Engage with consumers around natural diamonds on social media, with a focus on festive seasons, social\/cultural events and fashion moments<\/li>
- Educate customers about natural diamonds and differentiate them from lab-grown diamonds (LGDs)<\/li><\/ul>\n\n\n\n
#NewMomGift<\/h4>\n\n\n\n
- Received strong media support, with more than $4 million invested in TV, digital and social amplification<\/li>
- Saw a high-impact launch that included IPL, Game of Thrones, etc.<\/li>
- Over 470 million impressions delivered (TV:Digital \u2013 45:55)<\/li>
- Involved regional celebrity couples who are new parents<\/li>
- Marketed directly to moms via social media targeting<\/li>
- Saw strong retailer buy-in with 750 stores on board within seven months, including five national chains, six regional chains and 22 independents<\/li><\/ul>\n\n\n\n
#NewMomGift<\/h4>\n\n\n\n
The #NewMomGift initiative was launched in April 2019, intended to be a fully integrated 360-degree programme with digital and social media engagement, influencer collaborations and print media coverage. It saw promising participation and got product moving, but the conclusion at the end of the year was that it would need to continue.<\/p>\n\n\n\n
Engagement around festive seasons, culture, lifestyle<\/h5>\n\n\n\n
One of the DPA\u2019s most visible and popular endeavours was Pyaar Actually, a web series that celebrated relationships with diamonds. This was an original web series on Hotstar, created to showcase the role of diamonds in everyday moments, through relatable stories featuring popular Bollywood faces like Bhumi Pednekar, Riteish Deshmukh, Supriya Pilgaonkar and Saurabh Shukla. The many other engagements centred on festivals, social events and fashion included:<\/p>\n\n\n\n
- A Diwali contest featuring influencers<\/li>
- Festive films and banners<\/li>
- Fashion shows and shoots<\/li>
- Retailer mailers<\/li><\/ul>\n\n\n\n
Pyaar Actually \u2013 the DPA web series<\/p>\n\n\n\n
- Launched in October 2019<\/li>
- 2 million views in first four weeks<\/li>
- 3 times higher traction than other branded content<\/li>
- Over 70% viewers in core age group of 25 to 40 years<\/li><\/ul>\n\n\n\n
Customer education about natural diamonds<\/h4>\n\n\n\n
The DPA\u2019s efforts to educate customers about natural diamonds, and about how they are different from LGDs, earned 20 million impressions in 2019. Their campaigns helped drive the natural diamond narrative through the media, including the regional press, and through the trade. Their newest step in this direction is the launch of the Diamond Journey India version this month.<\/p>\n\n\n\n
OTHER MARKETS<\/h4>\n\n\n\n
USA
The DPA\u2019s focus in the US in 2019 was on the following:<\/h5>\n\n\n\n- Accelerating the US retail trade\u2019s readiness to capture the woman self-purchase opportunity, identified as the US growth engine and main short-term growth opportunity, especially for smalls<\/li>
- Educating and exciting younger consumers about natural diamonds, and marketing naturals as desirable, billion-year-old treasures of the Earth, differentiating them from LGDs<\/li>
- Communicating the positive social impact diamonds have in the world and addressing environmental concerns, so sustainability concerns don\u2019t come in the way of purchase<\/li><\/ul>\n\n\n\n
Capturing the woman selfpurchase opportunity<\/h5>\n\n\n\n
The DPA\u2019s April\u2013September US campaign was focused on selfpurchase \u2013 \u2018For Me, From Me\u2019. The campaign is still on, but selfpurchase has become the primary new opportunity for US retailers, who continue to request training and download campaign material on it.<\/p>\n\n\n\n
\u2018For Me, From Me\u2019 US campaign<\/h5>\n\n\n\n
- $7.5 million media investment across digital (50%), TV, print and out-of-home (OOH)<\/li>
- Social media investment (influencers, designers, etc.)<\/li>
- Training \u2013 4,600 sales associates trained<\/li>
- Store activation \u2013 800 participating stores<\/li>
- Chains \u2013 Working with six chains and over 700 stores<\/li><\/ul>\n\n\n\n
Natural diamonds differentiation<\/h5>\n\n\n\n
The Diamond Journey was launched in October 2019 through video and OOH placements, powerful print formats and associations \u2013 an integrated 360-degree campaign with a strong digital\/social media component.<\/p>\n\n\n\n
Naturality education beyond Diamond Journey included the development of powerful new digital and social content in stills and video. The Diamond Truths video campaign, which reached 6.5 million completed views in just four weeks in September, was extended into Q4. The DPA worked on captivating and retargeting their efficient channels, with campaigns in 14 markets. As a result, the LGD narrative was challenged, with the media expressing scepticism about the new market offering.<\/p>\n\n\n\n
Communicating positive impact<\/h5>\n\n\n\n
Total Clarity was launched in April 2019 and promoted through influential media partnerships. It got 7 million impressions and 1 million completed views, plus 1 million impressions and 2,000 downloads of the dossier.<\/p>\n\n\n\n
CHINA<\/h4>\n\n\n\n
In China, the DPA<\/h5>\n\n\n\n
- Continued the focus on promoting diamonds as a true symbol of authentic love, not just a status symbol and ritual<\/li>
- Educated Chinese consumers about the unique value of natural diamonds as rare, precious miracles of nature<\/li>
- \uf075 Engaged and educated the powerful Chinese retail trade around natural diamonds<\/li><\/ul>\n\n\n\n
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