Helzberg Diamonds wanted to drive awareness and purchase consideration amongst Millennial brides. So, it asked DEG to create a social media strategy to connect with the demographic.

After developing a brand social voice guide, we focused on creating content—using a wide breadth of tactics—that was viewed as a resource for millennials doing their research online and finding inspiration for their significant others. Because not only could those researchers and shoppers turn into customers, we knew they could also become lifelong customers.

Our social campaigns not only captured one of life’s biggest moments (as was the case with our #RingSelfie & Fan Photo Fridays campaigns), but they also often incorporated Helzberg customers through UGC, video, and other tactics. This put real faces to big dreams and created more impactful engagement. We also grew Helzberg’s presence on Pinterest and launched its Snapchat account and enhancing its recently launched Instagram account, increasing its reach and finding new ways to engage with customers online.

The most popular of our campaigns was We Propose You Propose, featuring an unsuspecting bachelor, Kyle, who was given a tempting offer: propose in the next 48 hours, and Helzberg will not only help execute the perfect proposal, but will supply the perfect ring to go along with it. The campaign consisted of a video series (one main video accompanied by smaller, behind-the-scenes videos), microsite, social posts, and emails, with DEG handling the video production, creative storyboarding, and social and creative content. The videos drew more than 2.2 million views and 175 million impressions in the first six weeks.

We also collaborated with fashion designer Zac Posen to create buzz around his new jewelry collection with Helzberg by having his brand take over Helzberg’s Instagram account for 24 hours. The takeover offered sneak peaks of Posen’s new colored gemstone and three-stoned engagement rings — offered exclusively through Helzberg. We teased the takeover ahead of time on Helzberg’s social channels, garnering more than 1.3 million potential impressions and 6,491 engagements. The takeover itself saw 52,000 impressions and 4,348 engagements over the 24-hour window.

KEY HIGHLIGHTS

• Developed a social voice guide

• Created content, including user-generated and video pieces

• Grew the brand’s Pinterest presence, launched its Snapchat channel, and enhanced its recently relaunched Instagram

• Executed campaigns like #RingSelfie, Fan Photo Fridays, We Propose You Propose, and social influencer collaborations

CHANNELS

• Social