The Sound
  • About Us
  • Work
  • Services
    • Brand Communication
    • Brand Experience
    • Brand Strategy
    • Consumer Exploration
    • Creative Analytics
    • Product Innovation
  • Blog
  • Careers
  • Contact

Advertising campaign development for diamonds

The Challenge

In today’s modern culture focused on experiences over possessions, the diamond industry was losing relevance to a younger generation — and sales — at a staggering pace. We were enlisted by the diamond producers association to explore why diamonds might matter to a Millennial generation that’s delaying marriage… or not getting married at all.

The Approach

To start to understand a fresh positioning for diamonds, we first took a step back to thoroughly explore the dynamics of modern-day love, intimacy, material goods and relationships in the lives of young people.

Through both online and in-person ethnographic research, we started to unpack existing worldviews around love as a whole and perceptions of diamonds, speaking to both Millennials who had recently gotten engaged and Millennials who were in proudly non-traditional relationship structures. In addition to our consumer research, we did a series of interviews with future-focused relationship experts to get a progressive view on the nuanced tenets of modern-day love … and how it’s continuing to evolve.

The Impact

At the apex of the consumer and cultural work that we did came the insight that the idea of ‘forever’ in relationships feels unrealistic, and that perfection is no longer the ultimate goal. Rather, Millennials are rewriting the rulebook on relationship traditions, prioritizing a fluid approach, a celebration of the journey, and small, joyful milestones along the way.

Our work led to a fresh new positioning “Real Is Rare” — addressing Millennials’ pushback against inauthenticity, both in synthetic diamonds and picture-perfect relationships. Out of this came a creative campaign focused on couples going through pivotal moments in non-traditional trajectories … who are making their own unique promises to each other, and celebrating a version of love that makes the most sense for them.

The resulting advertising campaign was lauded as fresh, groundbreaking and genuinely strategic, with The Sound receiving press on our insights from Forbes, Quartz, AdAge, Adweek and The Economist and the Diamond Producers Association seeing a significant increase in the consideration of diamonds for purchase, as well as favorable opinions of diamonds.

Case Studies

Keep Reading

Humanizing Big Data

Humanising and bringing big data to life in a vast country such as India is often a long and expensive process — but not as challenging as predicting the direction of this fast-growing economy.

Read More

Transforming a Brand

An iconic footwear brand – best known for being sturdy, functional and enduring – came to us to help them understand a new target audience and their relationship outdoors.

Read More
View All

Stay Up To Date

The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below. 

Subscribe

Stay Up To Date

The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below.

Subscribe
The Sound

Copyright 2023 The Sound.
All rights reserved.

  • Terms of Use
  • Privacy Policy
Learn More
  • Work
  • Careers
  • Our Team
  • About Us
  • Contact
Services
  • Brand Communication
  • Brand Experience
  • Brand Strategy
  • Consumer Exploration
  • Creative Analytics
  • Product Innovation
Stay In Touch
Chicago

223 West Erie, Suite 5NW Chicago, IL 60654 United States

Tel: +1 312 265 1775
London

52-54 Rosebery Avenue, London EC1R 4RP, England, UK

Tel: +44 20 3597 2948
Vancouver

312 Main Street St, #268, Vancouver, BC V6A 2T2, Canada

Tel: +1 604 732 1090