Diamonds Do Good (DDG) has launched a new consumer-facing campaign to bring the story and positive impact of natural diamonds to audiences beyond the traditional jewelry industry.
The My Diamond Does Good campaign, which focuses on the meaning people attach to their diamond jewelry, will serve as a “credible, third-party voice that connects consumers with the people, communities and impact behind natural diamonds,” DDG said last week.
The promotion will feature four fashion and lifestyle creators who will share the personal stories of diamonds they already own, and why those pieces hold significance in their lives, DDG explained. The organization has secured Helene Cortez (@cortezhelene), Beth Jones (@bjonesstyle), Molly Stillman (@fashionveggie) and Haley Jordan (@haleyjordan12) to participate.
Following the creator launch, DDG will release a paid digital campaign that will amplify the content directly from the ambassadors’ social media accounts to their personal audiences. The organization will also include an interactive Diamond Personality Quiz, which will provide measurable consumer engagement beyond impressions and views, DDG said. Additionally, members of the jewelry industry can participate by sharing the story behind a meaningful diamond piece using #MyDiamondDoesGood.
“Consumers don’t necessarily need more facts – they need stories they can connect with,” said DDG executive director Nancy Orem Lyman. “My Diamond Does Good starts with the emotional connection people already have with their diamond jewelry and uses it to open the door to the much larger story of the people and communities connected to natural diamonds.”
Image: The four influencers heading up the new campaign. (Diamonds Do Good)
