Forever Brilliant

GEMSTONE CONVERSION CAMPAIGN


Strategy / Tactics

  • Invited short lead and long lead media to Take The Challenge
  • Created a cause marketing campaign based on success with Forever Brilliant by creating a unique gift/jewelry collection that celebrates the extraordinary feat of overcoming cancer
  • Aggressive blogger/editor gift-giving outreach timed to key holidays
  • Facilitated BCRF partnership to introduce press to The Survivor Collection
  • Launched at The National Women’s Survivor Convention with Giuliana and Bill Rancic

Results

  • 2 million media impressions in year one
  • Gemstone press event attended by more than 50 style influencers
    Result: not one person passed The Challenge
  • Yahoo! Finance created their own Challenge for consumers during peak Valentine’s Day selling season
  • First two retail accounts awarded in just two months
  • Over 3,000 Facebook likes in less than two weeks at Convention
  • Bill & Giuliana Rancic were gifted a pendent and spokes-model Emme featured on social media
  • Due to the success of the Survivor Collection launch, expanded the line beyond breast cancer to represent all cancer causes
Forever Brilliant

GEMSTONE CONVERSION CAMPAIGN

  • Category: Fashion
  • Ojectives: Change public’s perception of moissanite as “fake diamonds”. Launch gemstone brand as an affordable fine jewelry alternative; increase brand visibility by 10%.
  • Educate press and consumers of the brilliance and unique qualities of moissanite. Identify a cause related effort to drive sales at retail.

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