Monday, Dec 11th

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An interview with Deborah Marquardt, Chief Marketing Officer, Diamond Producers Association.

What are some of the key activity highlights of 2017 from the Diamond Producers Association (DPA)?

It’s been a busy year for DPA. As the industry embraces our mission to develop the next generation of diamond consumers in the under 40 set, our small team has traveled the globe to present and discuss the Real Is Rare platform and share our creative assets. In the USA, we are now running an optimized multiplatform media mix with a number of video and print assets.

Our paid media continues to run on TV, digital, print, cinema, and some targeted out-of-home - essentially mirroring the omnivorous, multiplatform media consumption habits of our target audience. We are on track to deliver more than a billion paid impressions, with 98% reach against the target audience. Our digital media performance consistently has outperformed all industry benchmarks month-over-month.

The advertising campaign is only part of the story. In September, we updated and relaunched our consumer content hub, RealisaDiamond.com, to better communicate the “diamond dream” and create an immersive diamond experience. The new site drew more than 70,000 unique visitors in its first month.

To complement our digital presence, we are active on social media. Follow DPA news on our lead industry platform, Twitter: @DPAssociation. Consumers, and many retailers and designers, too, see us post daily to our Instagram channel, @RealisaDiamond, which was recently featured in JCKonline.com. These two primary handles are complemented by 6 other channels across Facebook, Twitter, and LinkedIn. We have seen the campaign hashtag (#realisrare) grow to more than 60,000 mentions across all social platforms. Social media sentiment is positive as consumers begin to understand the power of “Real is Rare” and apply it to their own relationships and diamond moments.

In order to build our audience, we work with paid Instagram and YouTube influencers. Many people will have already seen the work we did last year with musical duo, husband and wife team, Us The Duo. This year, we have worked with another real-life couple, Jess & Gabriel Conte (5MM+ followers), Ashley Graham (5.6MM+ followers), and Gem Gossip (166K+ followers), to name just a few. We ask them to post their own unique take on “Real is Rare” – that is, to put the idea into their own words. This adds enormously to the campaign’s depth, reach, and comprehension.

We have also continued adding useful and downloadable content and assets to our DPA Trade Portal, which can easily be found on our trade site, DiamondProducers.com. Qualified members of the industry will find our advertising assets for in-store use, key diamond facts, millennial research, social media content, Real is Rare messaging, and link-outs to helpful articles and press coverage. If you’re not already receiving our monthly DPA newsletter, you can sign-up for it by registering for access to the Trade Portal.

Finally, we opened offices and hired teams in Mumbai and Shanghai. Real is Rare launches in India at the end of November and in China next April.

Can you tell us about the new campaign launching this week?

In contrast to the first wave of the campaign, which needed to establish the thought of “Real is Rare,” our second wave tells new stories about more intimate yet universally familiar relationship-moments. One story features an engaged couple in their twenties, and the other features a married couple in their early 30s. The role of the diamond is intrinsic to each storyline, and expresses each couple’s commitment to one another.

Two videos for TV, digital, and cinema advertising launch mid- November, and print images will follow in December weeklies. Everything can be viewed at RealisaDiamond.com.

Longtime industry insider, Tanya Dukes, styled the campaign, selecting jewelry that specifically complemented the unique tone and story of each film. Ultimately, Tanya chose jewelry designs universal enough that similar versions can probably be discovered at across the US, such as the Integre 3-stone engagement ring from Pluczenik. She also chose pieces from Michelle Fantaci, Harry Kotlar, Mimi So, and Kwiat.

We will invest roughly $10MM in paid media support behind the new assets until the end of the year, which will drive 450MM impressions. The new campaign will continue running in 2018.

How can retailers get access to the DPA assets?

All the assets can be found through our Trade Portal on Diamondproducers.com. By registering for the Portal, they can opt-in to receive our monthly newsletter filled with activity highlights, resources, and industry news. If email is easier, please send a note to This e-mail address is being protected from spambots. You need JavaScript enabled to view it .