DIAMOND PRODUCERS ASSOCIATION
MARKETING STRATEGY & CREATIVE
DPA China was established in 2018. It is aspired to support diamond demand, committed to the education and promotion of natural diamonds and help shape the Chinese consumer emotional value of it. DPA China wants to raise Chinese consumers’ (especially millennials) awareness of natural diamonds and boost its demand in the China market.
Through the “Real is Rare, Real is a Diamond” communication platform, we focused on making a strong emotional connection between Chinese consumers and natural diamonds. Through our multi-year campaign, we produced an integrated communication plan, and continue to leverage a mix of celebrities, KOLs, social media, traditional media, and event marketing to reach out to the hearts of Chinese consumers.
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