CLIENT
Diamond Trading Company
David Lamb, WW Mktg. Dir.
Dominic Brand , Deputy Mktg. Dir.
Richard Lennox, EVP - Global Mktg.
Colby Shergalis, Core Program Dir.
Cristina Lilly, Core Program Dir.
AGENCY
Claudia Rose , Industry Strategy Dir.
Ty Montague, Co-President & Chief Creative Officer
Rosemarie Ryan, Co-President
David Sisson, Dir. Of Market Intelligence
Kajsa McLaren, Account Planner
Ed Evangelista, Senior Partner - Group Creative Dir.
Chris D'Rozario, Senior Partner - Group Creative Dir.
SUMMARY
To fuel growth in a mature market post 2000, we launched a new product wrapped in a concept that radiated significance for all couples: Three Diamonds for your Past, Present and Future. The PPF campaign (combining TV to ignite desire and print to reinforce the product symbolism) exceeded its five year goal of 10% (CAGR) value growth, with 27% CAGR over six years to take 3SDJ from 500M to $3.8MM - 410% over target. Over six years it grew the total diamond jewelry market 26% adding $8.2 billion incremental.
