DPA targets millennials with ‘Real is Rare’ campaign

LONDON - DECEMBER 07:  Brilliant cut diamonds with weights from .51 to 1.01 carat on December 7, 2006 in London, England.  The  UN General Assembly passed a resolution on December 4, 2006 backing the Kimberley Process, a global initiative aimed at preventing "conflict diamonds" from funding warfare and civil unrest.  The issue will be highlighted by the forthcoming release of the new Leonardo Di Caprio film "Blood Diamonds"  (Photo by Bruno Vincent/Getty Images)

The Diamond Producers Association (DPA) unveiled a new marketing platform for diamonds during a special presentation to members of the jewellery industry at the recent JCK show.

The DPA team, led by chief executive officer, Jean-Marc Lieberherr, outlined plans for the first category marketing campaign in over five years and the very first from the DPA.

The new platform ‘Real is Rare’ is the result of six months of development, including in-depth research into its target – millennial consumers. The platform emerges from deep insight work with the millennial audience revealing that while diamonds do have appeal for this generation, relevance and emotional engagement can be heightened via new concepts.

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The research reveals that millennials long for real, lasting connections with others, but struggle to make them – or to feel sure they are truly authentic – in a world of constant flux, seemingly limitless choice, and superficial interactions. The idea that diamonds have the gravitas and power to celebrate and mark an authentic connection resonates deeply with them.

For many millennials, diamonds have come to represent traditional rituals or ‘bling’ and status signifiers. The opportunity exists for diamonds to represent the rare, precious and real connections that millennials crave. Real is Rare redefines diamonds for the 21st century, giving them new meaning as a symbol to celebrate the real connections people choose to make.

In online research conducted by the research firm 360MarketReach, with a nationally representative sample of U.S. millennials, nine in 10 said they feel the idea is unique. Two-thirds also said that they feel the idea is “appealing” and “relevant” to them.

DPA members consider this generational approach to be the beginning of a dialog with the current and future consumers of diamonds. Continued investment in and development of the ‘Real is Rare. Real is a Diamond’ campaign will continue to build, and it will sustain millennials as diamond consumers for years to come.

The DPA is working with agency partner Mother New York to develop the creative for the campaign, which will go live in September 2016. The media plan is still being finalized, but will focus on digital and social media channels that are targeted to our audience and will reach them where they are already consuming media.

Stephen Lussier, chairman of the DPA, explains: “This is an important milestone for the diamond industry. The DPA members coming together to launch this campaign will create a new cultural movement around diamonds that we are confident will benefit the entire industry.”

Lieberherr adds: “We are excited to present our new category marketing platform which will resonate with millennials but will also inject new energy into the diamond category universally.”

The DPA plans to finalise and launch the campaign in autumn and will continue to develop this platform for 2017 and beyond.

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