DEF's ‘Diamonds Do Good’ Campaign Reaches Over 3M Millennials

(IDEX Online) – The Diamond Empowerment Fund’s efforts to communicate a positive narrative surrounding diamonds to consumers are achieving a tremendous response, the organization announced today.

Its Diamonds Do Good campaign, with a particular emphasis on the millennial consumer, is "hitting outstanding metrics."

Through a targeted media plan including Hulu, Pandora, YouTube, and an online influencer strategy, the message that Diamonds Do Good is resonating with consumers. On Hulu alone, the Diamonds Do Good campaign video performed 100 percent better than the average campaign in number of completed views, and 300 percent better in number of viewers clicking to the website. Similar metrics are being tallied on the other sites, DEF said.

A recent updated look to the DiamondsDoGood.com website keeps current with millennial trends and likes. New sections include celebrities who are championing the message to ‘do good,’ and a dedicated section titled ‘Neighborhood Jewelers Strengthening Community Ties’ that tells the stories of independent jewelers giving back to their own communities.

To help retailers communicate this powerful message to their existing and new customers, The Diamond Empowerment Fund will give a seminar titled “What Your Customers Want – and Need – To Know: How Diamonds Do Good’ at the JCK Show on June 5 at 2 p.m. in Tradewinds C/D. A simple, but comprehensive toolkit will be discussed, including tips on how to engage customers in store and online and how individual retailers can get their stories uploaded to the global DiamondsDoGood site. D.E.F. will be exhibiting at booth L11, Bayside.