The Diamond Empowerment Fund noted that its efforts to communicate a positive narrative surrounding diamonds to consumers are achieving encouraging response. Its Diamonds Do Good campaign, with a particular emphasis on the millennial consumer, has reached over 3 million of Millennials. Through a targeted media plan including Hulu, Pandora, YouTube, and an online influencer strategy, the message that Diamonds Do Good is resonating with consumers.

On Hulu alone, the Diamonds Do Good campaign video performed 100 percent better than the average campaign in number of completed views, and 300 percent better in number of viewers clicking to the website. Similar metrics are being tallied on the other sites.

A recent updated look to the Diamonds Do Good website keeps current with millennial trends and likes. New sections include celebrities who are championing the message to ‘do good,’ and a dedicated section titled ‘Neighborhood Jewelers Strengthening Community Ties’ that tells the stories of independent jewelers giving back to their own communities. To help retailers communicate this message to their existing and new customers, The Diamond Empowerment Fund will give a seminar titled “What Your Customers Want – and Need – To Know: How Diamonds Do Good’ at the JCK Show with a simple, but comprehensive toolkit which will include tips on how to engage customers in store and online and how individual retailers can get their stories uploaded to the global DiamondsDoGood site. D.E.F.