Campaign details

Brand: Forevermark
Brand owner: De Beers
Lead agency: Wunderman Thompson
Country: India
Industries: Luxury retail
Media channels: Cinema, Events & experiential, Integrated, Online video, Outdoor, out-of-home, Print, Radio & audio, Search marketing, Social media, Television
Budget: 500k - 1 million

Executive summary

It takes a long time to build consumer trust. Particularly for an expensive purchase like diamonds. When purchasing diamonds, consumers only trust generational jewellers and leading national retail chains. This campaign demonstrated that it is possible to shift the anchor of trust from the familial to the rational, making a young six-year-old brand, Forevermark, the trust mark of the industry. Its brand consideration rose in 16 days, it become the third-most-powerful brand, and its brand image as a diamond expert rose by 35%.

Market background and cultural context

They say 'diamonds are a girl's best friend'