‘Diamonds Do Good’ Consumer Campaign Reaches Over 3 Million Millennials Through Targeted Media Plan and Updated Website

For Immediate Release
May 24, 2017 
Nancy Orem Lyman
Phone: (212) 359-4219
Mobile: (914) 319-9141

‘Diamonds Do Good’ Consumer Campaign Reaches Over 3 Million Millennials

 Through Targeted Media Plan and Updated Website

Seminar at JCK Will Help Retailers Convey Diamonds Do Good Message In Store

New York, NY; May 24, 2017 – The Diamond Empowerment Fund’s efforts to communicate a positive narrative surrounding diamonds to consumers are achieving a tremendous response, the organization announced today. Its Diamonds Do Good campaign, with a particular emphasis on the millennial consumer, is hitting outstanding metrics.

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% better than the average campaign in number of completed views, and 300% better in number of viewers clicking to the website. Similar metrics are being tallied on the other sites.

A recent updated look to the DiamondsDoGood.com 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 powerful 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, Monday June 5 at 2 p.m. in Tradewinds C/D. A simple, but comprehensive toolkit will be discussed including 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. will be exhibiting at booth L11, Bayside.

For more information about Diamonds Do Good , please visit DiamondsDoGood.com or call 212.359.4219.


About the Diamond Empowerment Fund:

The Diamond Empowerment Fund is a global non-profit based in New York City and co-founded by Russell Simmons, De Beers Group of Companies,  and other leaders in the diamond industry in 2007 to empower youth from diamond communities around the world through access to higher education.  Its beneficiaries include: Veerayatan, based in Gujarat, India is a model for encouraging development of responsible citizens who are educated, have strong integrity and a motivation to give back to their community. D.E.F  supports students attending its colleges of Pharmacy, Business Administration and Engineering; The Botswana Top Achievers  program provides the top high school students countrywide the opportunity to study at a university of their choice worldwide. Graduates then return to Botswana to contribute to its economic, social and political development; The African Leadership Academy, a university preparatory school in Johannesburg, South Africa, founded on the belief that ethical leadership is the key to sustainable development on the continent and drawing students from all 54 countries in Africa.