One of One
De Beers Forevermark
This campaign relaunched the creme de la creme of De Beers Forevermark’s diamonds, The Exceptional Collection, with two aspirations - to shorten lengthy consideration phases, and to cast a halo effect over the wider brand.
INSIGHT: With less than 90 qualified stones in the world Exceptional Diamonds are not a product range; they are a small number of unique natural artefacts.
IDEA: To bring this camping to life - literally - we personified four hero Exceptional Diamonds as beautiful, otherworldly, mystical figures. Each shot in the striking Southern African landscape of its origin. This campaign, ‘One of One’ , put each diamond’s unique story at the front, not its physical specification.
The Results
In the seven months following the launch of the campaign (June 2018) De Beers Forevermark achieved a 61% increase in sales of Exceptional Diamonds compared to the previous year.
The campaign has been renewed three times since launching – due to the success of retailer uptake and diamond sales from both brand events and to retailers – and is still live to date.