Strategy.

A series of creative campaigns framed around product placement and emotional storytelling.

To support The Diamond Store in achieving its commercial and positioning goals for three of the most strategic dates of the year, our strategy and creative teams came together to build a full creative programme centred around a series of hyperfocused campaigns for their digital channels – social media and ecommerce. Following our integrated marketing approach, we’ve also brought our social media experts to share inputs on the jewellery industry and its audience behaviour so the content direction could resonate with the brand’s targets. The seasonal storytelling was the common point across the three campaigns, grounded on The Diamond Store craftsmanship and important editorial elements for each date.

• Black Friday – dynamic concept, incorporating high-energy to drive the urgency feeling and the product value.
• Christmas – nostalgia and escapism led the conceptualization developed by our team, evoking the magic of Holidays with cinematic and warm visuals.
• Valentine’s Day – the emotional connection was the concept drive, encouraging love celebration in all forms to resonate through gifts ideas and shareable moments.