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‘Diamonds Do Good’ Video Gets 11M Millennial Impressions In One Month

It’s the first video in a series.

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‘Diamonds Do Good’ Video Gets 11M Millennial Impressions In One Month

(PRESS RELEASE) NEW YORK – “Conservation,” the first video in the Diamond Empowerment Fund’s Real Stories, Real Diamonds, Real Impact campaign targeting millennials, garnered 11 million impressions in its first month. The one-minute video, which appears on both the Diamonds Do Good website and on YouTube, garnered 7 million views of at least :30 seconds, and 5 million views of the entire video. According to YouTube, “this is a a surprisingly high rate of completion, especially considering the longer length of the video.”

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The “Conservation” video is the first in a series the Diamond Empowerment Fund will create to educate the public on the positive stories behind diamonds. All videos in the series will be housed on the D.E.F. website’s video library page. D.E.F’s Diamonds Do Good library of videos will be available for retailers to share with their customers.

The Real Stories. Real Diamonds. Real Impact video library was made possible through the grant D.E.F received from the JCK Industry Fund, and media support was augmented through an in-kind donation by the Diamond Producers Association. In November, the Diamond Empowerment Fund launched the “Real Stories, Real Diamonds, Real Impact Proposal Contest” with the winners being sent to Botswana in 2019 to see the positive impact of diamonds and share their experience through social media.

D.E.F President Anna Martin, senior vice president of GIA, says, “Educating the younger generation on the good diamonds do and inviting them to engage in this narrative will help boost consumer confidence and ultimately demand for diamonds.”

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Celebrate Your Retirement with Wilkerson

For nearly three decades, Suzanne and Tom Arnold ran a successful business at Facets Fine Jewelry in Arlington, Va. But the time came when the Arnolds wanted to do some of the things you put off while you’ve got a business to run. “We decided it was time to retire,” says Suzanne, who claims the couple knew how to open a store, how to run a store but “didn’t know how to close a store.” So, they hired Wilkerson to do it for them. When she called, Suzanne says Wilkerson offered every option for the sale she could have hoped for. Better still, “the sale exceeded our financial goals like crazy,” she says. And customers came, not only to take advantage of the going-out-of-business buys and mark-downs, but to wish a bon voyage to the beloved proprietors of a neighborhood institution. “People were celebrating our retirement, and that was so special,” says says.

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