Social and Influencer > Social

REFINED DIAMONDS FOR REFINED WOMEN

SECRET TOUR HONG KONG / THE LEO DIAMOND / 2016

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Overview

Credits

Overview

CampaignDescription

Refined diamonds for refined women.

We invited Hong Kong’s “strongest” women to our event, and aimed to make them even stronger. How? By letting them cry in front of the masses.

They were asked sensitive questions, such as secrets about broken love, family issues, and other personal challenges.

Many women of stature went all out to stay composed and not cry. But when they actually shed tears, we applauded it as growing a little bit stronger from before.Those who cried were not paid cash, but offered Leo diamond.

Execution

The campaign included more than 30 video posts featuring celebrities’ and KOL’s commitment through Facebook and Instagram, 15-second teaser pre-roll ad in Youtube and more than 90 4-sheet panels on bus shelter starting from December 2015 to January 2016. After launching the co-create contents with celebrities and Kols, we also let our consumers to make a commitment too in order to be “stronger” too and reward with Leo Diamond. The total posts reached 4 million during the campaign period, in which the total number of engagement reached 65K. Finally, we made certain number of women to be a little bit “stronger” than before.

Outcome

The campaign received positive feedback in all aspects. Some women voluntarily shared their stories on our Facebook page. Posts reached 4 million in total, in which the total number of engagement (Like/Comment/Share on FB & IG) reached 65K, Facebook Page Like Increment: +3,299 in 1 week, the in-store Brilliance Challenge participation rate has increased by 67% during promotion period compared to previous month. (Brilliance Challenge is a blind test that allows customers to compare a Leo Diamond and a traditional cutting diamond with the same quality in a light machine. Customers can tell the difference of the shininess of two different cutting by naked eye). It helped boost sales by 51%, which is a very high percentage in luxury products category.

More importantly, we got our message across that we do not just create Diamonds, we help strong women shine too.

Strategy

Leo Diamond targets to those high income women, they work for long hour every day, they are relatively stronger than the others, just like Leo Diamond.

We selected Facebook as the main platform to release our contents, as in Hong Kong the smartphone penetration is nearly 100%, meaning our target has their smartphone most of the time.

They were being reached by watching the contents, commenting them and sharing them, we also opened the campaign for mass participation through different social media such as Instagram. Our audience got expressive and went all out to demonstrate their strength in order to win the Leo diamond.

Synopsis

HK’s population has the world’s highest percentage of working women. They face more pressure than women in other countries, largely due to living the in the world’s most expensive city. Divorce rates, competition, and stress levels are high. They need to get stronger and stronger, and in more ways than one.

Leo Diamond has 82 facets, while the average has just about 58. But our target audience did not know this. We needed to tell them that Leo Diamonds are stronger, shinier and more brilliant.

Since diamonds with more facets are shiner, we applied this to women as well, who are our core target audience.

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