6-6-2018
Diamond Producers Association (DPA) has garnered 1.5 billion media impressions from its target consumer, namely American adults between 21- 34 years old during the first year of advertising which cost US$40 million.
Television and video (43 percent) and digital and social media (42 percent) were the major focus, reaching 98 percent of its target audience averaged 20 times within the period.
“The creative effectively connected with consumers through emotion-led storytelling that showed diamonds as an authentic symbol of our most precious relationships and meaningful connections,” said Deborah Marquardt, Chief Marketing Officer of DPA. Consumers linked diamonds with a rare and special romantic relationship and saying that diamonds are the ultimate gift of love.
DPA plans to invest US$50 million in the United States market in paid media, PR programs, research, education and advocacy initiatives. Current campaign will last until the end of Q4 and new campaign assets targeting female self-purchasers will debut in late Q3.
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