The marketing activity is the next phase of its “Moments in Light” campaign, which launched two years ago and aims to inspire the “next generation of women”.
As part of this year’s campaign, the brand has launched an application on its Facebook page that encourages users to honour women who have inspired them in their day-to-day lives.
The tool, created in collaboration with media agency Havas LuxHub, allows people to select four women from their friend list and add the characteristics that make them inspirational.
“We wanted to provide a tool to let women know that they’re helping and supporting each other,” Jennie Farmer, brand director at De Beers Jewellers told Marketing Week.
The app will be left on the brand’s Facebook page indefinitely, but will be promoted until Christmas. The campaign aims to drive brand awareness and affinity.
Besides launching the application, the brand is also working with charity Women for Women International, which supports female survivors of war. De Beers will sponsor 25 women for one year as they are taught life skills and given professional qualifications.
“It’s important for luxury brands to give something back. We have set up a long-term partnership with Women for Women, and want to make sure that people can get involved. That’s the magic of social media, you don’t have to live near a store to be connected to the brand,” Farmer explained.
The brand believes the campaign will also set itself apart from its competitors.
“It’s doing something above and beyond the usual marketing where you start with your objectives of looking at your product and design. Instead, we focused on bringing across the equity of the brand,” she added.
“While we want to be inspiring, it needs to link back to what we stand for. We will continue to showcase talented women under the ‘Moments in Light’ umbrella.”
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