Ellah Muchemwa: ADPA to launch Africa's first diamond mining standard next year

The African Diamond Producers Association (ADPA), which is based in Luanda, Angola, and represents the interests of mainly African diamond producers and those with the potential to produce diamonds, will next year launch the Sustainable Development...

Yesterday

Dmitry Fedorov: I want our jewelry to be displayed at a museum in the future

Dmitry Fedorov is the founder of the eponymous jewelry house. His main focus is the creation of Orthodox-inspired premium luxury jewelry of high artistic merit. He told Rough&Polished about his journey in the jewelry industry, about choosing the ‘Orthodox...

28 october 2024

Responsible business practices ‘no longer optional’, says WDC President Feriel Zerouki

The president of the World Diamond Council takes time out of her busy schedule to tell Rough&Polished readers about the critical work of the WDC. Zerouki, the first female present of the body, which includes all the important industry organizations among...

14 october 2024

James Campbell: Botswana Diamonds optimistic as it enters uncharted territory of using AI for mineral exploration

London-listed Botswana Diamonds has expressed optimism about the company’s use of artificial intelligence (AI) to scan the exploration database in Botswana to look for new mineralised deposits. Company managing director James Campbell told Rough...

07 october 2024

Artur Salyakayev: For me, happiness is freedom to make my ideas happen and create valuable products

Artur Salyakayev is an art entrepreneur, founder of the International Jewelry Academy (IJA) and the INCRUA jewelry company. He has initiated and developed successful projects in jewelry industry and services sector. He is also a leading expert...

30 september 2024

DPA’s ‘Real is Rare’ media campaigns garner 1.5 bn media impressions among US millennials

05 june 2018
DPA spent $40 mn on the campaigns between June 2017 and June 2018. Television and digital video (43 percent) and digital and social media (42 percent) were a major focus of investment. Print (10 percent) and strategic out-of-home including cinema (5 percent) rounded out the mix. The media reached 98 percent of its core audience – on average 20 times over the course of the year.

news_05062018_dpa.png
Image credit: DPA


According to a study by Kantar Millward Brown (KMB), each individual channel played a role in driving positive perceptions of, and affinity for, diamonds. Collectively, sentiments such as favorability, interest in acquisition and love for diamonds increased significantly.
Deborah Marquardt, Chief Marketing Officer of DPA said, “The creative effectively connected with consumers through emotion-led storytelling that showed diamonds as an authentic symbol of our most precious relationships and meaningful connections.”
Based on this strong performance, DPA plans to increase its annual global budget to $70 mn, of which $50 mn is invested in the U.S. in paid media, PR programs, research, education and advocacy initiatives.

Aruna Gaitonde, Editor-in-Chief of Asian Bureau, Rough & Polished