- The Story of Deborah’s Career
- Real Is Rare Campaign
- Campaign Success Measurement
How have you seen the digital landscape for brands change over time?
How hasn’t it changed! It’s really changed everything. Everything is digital. It’s baked in. It’s like ragu – it’s in there! I remember a time when people would say, “I don’t understand digital, I don’t do digital.” But we have so much digital in ours lives now that I think people have really integrated it into their beings. Digital isn’t the other, it’s the only. As a marketer working in consumer marketing, I say look at your own behavior because that will help explain what these recommendations are.
What are some of the tactics that you use to communicate your message to millennials?
We did this in a bunch of different ways. Our Real is Rare campaign launched with video – on TV but predominantly online. The ability to precision target on digital, and use optimized creative and all the available analytics was really important to us. We also wanted to be efficient with our spending to see how we were performing. At the very same time that this campaign was launching, we were launching all of our social channels. So we had to make some choices about where we were investing our time and energy. Through our paid media plans we put a focus on native because we wanted to show more stories of real moments, more real couples and show the rich canvas of love and commitment that exists today. We want to really broaden the lens on what diamonds are and what they mean today.
Key Sound Bites
“I really believe in the power of role models. If you can see it, you can be it.”
“How do you break through the clutter to start a new dialogue about diamonds and not succumb to the classic fairytale?”
“In a digitally driven world, those real connections that we make with one another are increasingly rare.”
- Company Website: http://www.diamondproducers.com/
- Company Twitter: @DPAssociation
- Personal Twitter: @debmarq
- Personal LinkedIn: https://www.linkedin.com/in/dsmarquardt/
- Company LinkedIn: https://www.linkedin.com/company/diamond-producers-association