How “Diamonds are Forever“ became the best-ever marketing and public relations case study
How did “A Diamond is Forever” campaign become such a classic public relations case study and phenomenal marketing icon?
In the early 1900s, diamonds were not as popular as they are today. De Beers Consolidated Mines, the largest diamond producer in the world, had a surplus of diamonds that they needed to sell.
They hired N.W. Ayer, a leading advertising agency, to create a campaign that would change the public’s perception of diamonds…forever. The campaign was an instant success, and it has remained one of the best public relations case studies and marketing campaigns of all time.
Here are the 4 successful steps to the phenomenal “Diamond are Forever” public relations campaign.
1. Emotional connection
The first step was to create an emotional connection between diamonds and the concept of love and marriage.
The advertising agency worked with leading fashion designers and Hollywood stars to create a sense of glamour and sophistication around diamond jewelry. They began to use diamond rings in movies and advertisements as a symbol of romance and commitment.
2. Establish exclusivity and rarity
The next step was to create a sense of rarity and exclusivity around diamonds.
The marketing team created an illusion that diamonds were scarce and precious, even though De Beers had a stockpile of diamonds. They created the idea that diamonds were rare and valuable, and only a few people could afford them. This exclusivity added to the allure of diamonds, making them even more desirable.
3. Killer slogan
The slogan “A Diamond is Forever” was the final piece of the puzzle. It was created to symbolize the eternal nature of love and commitment.
The idea was that a diamond, like true love, is forever. The slogan was a powerful message that resonated with the public, and it became one of the most iconic slogans in advertising history.
The campaign was an instant success. Within a few years, diamond sales had increased by 50%, and the De Beers brand had become synonymous with diamond jewelry.
The “A Diamond is Forever” slogan has remained a part of De Beers’ advertising campaigns for more than 70 years.
4. Consistency and longevity
Finally, the success of the campaign was due to its consistency and longevity. The public relations and marketing team created a sense of continuity around the campaign by using the same slogans and themes over the years.
This consistency helped to establish the De Beers brand as the leading diamond company and ensured that the “A Diamond is Forever” campaign remained in the public consciousness for decades.