Group to launch Real is Rare in China in July.
The Diamond Producers Association (DPA) is planning a campaign focused on boosting demand among female self-purchasers.
“We’ve started the creative process with the idea of expanding the territory of our Real is Rare campaign,” CEO Jean-Marc Lieberherr told Rapaport News at the JCK Las Vegas show.
The DPA, which runs category marketing on behalf of the diamond industry, launched its Real is Rare campaign in 2016, aimed at embedding the idea of diamonds as a symbol of love and relationships among millennial couples.
The organization spent $40 million on Real is Rare in the US between June 2017 and June 2018, generating 1.5 billion media impressions among millennials, its targeted audience, the organization reported Monday. The DPA channeled 43% of its budget to television and digital video, 42% to social media, 10% to print advertising and 5% to out-of-home platforms such as cinema.
The DPA has a budget of $70 million for 2018, funded predominantly by De Beers and Alrosa, with contributions from five other major diamond-mining companies. It will spend $20 million in the second half of the year, split between the new campaign, which is expected to debut in September, and its continued work aimed at millennials.