Campaign details

Brand: Forevermark
Lead Agency: Mindshare

Strategy

Objective

As part of key gifting campaigns (Q4 Holiday and Valentine's Day), luxury diamond brand Forevermark sought to drive consideration of their new product launch, The Forevermark Tributeâ„¢ Collection, and drive local jeweler discovery. However, finding the moments of receptivity to drive consideration of premium jewelry for these affluent, busy individuals can be challenging, particularly during cluttered gifting moments. These individuals don't necessarily follow media; media needs to follow them. And it needs to be presented in the language they speak because affluent individuals are time-strapped and often unwilling to connect with brands in traditional ways.

Moreover, driving foot-traffic, through local jeweler discovery, is a unique challenge for Forevermark. The brand works with hundreds of authorized local jewelers and doesn't have their own branded brick and mortars. Forevermark's digital strategy must work creatively to bridge the gap for consumers, closing the loop to store.