(PRESS RELEASE) In a shrewd and innovative move, luxury jeweler Le Vian has created a series 6 and 15-second, social media-ready adverts to celebrate the 20 year anniversary of its signature Chocolate Diamonds collection. Whilst traditionally, Le Vian TV ads might have been 30 seconds long, these new delectable, bitesize video chunks are specifically designed to maximize engagement and to be viewed on a handheld device or laptop screen. Showcasing the collection’s newest pieces, the Chocolate Diamonds jewels are depicted emerging from the whisks and waves of molten dark chocolate. The decadent, and passion-inducing qualities of both chocolate and Chocolate Diamonds are emphasized. Le Vian’s savvy social media strategy has succeeded in producing enhanced engagement. While a typical video on the Le Vian website receives 2000 views, the short-form Chocolate Diamonds clips have garnered over 10.000 views daily and received hundreds, sometimes thousands of likes and comments. The brand has now gathered 1 million customer email addresses, further proof of Le Vian’s ability to stay ahead of the curve. Astutely recognizing that many consumers — especially Millennials and Gen Z — predominantly engage with media via online platforms rather than broadcast TV, Le Vian’s mini clips embrace modernity and reach new demographics.
Eddie Levian, Le Vian CEO says: “We are thrilled with the final results of our short-form Chocolate Diamonds adverts. Indulgent and irresistible, our Chocolate Diamonds jewels have been tempting consumers for two decades. Le Vian has always been committed to innovation and is proud to have created adverts that target the busy, modern jewelry collector and bring joy in challenging times.”
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