OBJECTIVES:
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.
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 ownchallenge 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
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