In the end, a formula that has retained its appeal for decades and passed on from generation to generation as a diamond advertisement simply does not fit into the current market situation. The new generation of consumers buys in a different way, communicates differently, and also looks at products, brands and companies in a different way.
Generation Y - people born between 1980 and 2000 - are not passive consumers of marketing ideas and are not able to focus on one thing for a long time. If it was easy for advertisers to find representatives of the "baby boomer generation" and "generation X", reading newspapers and watching TV, then people of "generation Y" prefer to do several things at the same time - for example, watch their favorite TV shows online, while reading specially Customized for their preferences news on Twitter and Facebook. Movable and smart, they communicate with their peers in unprecedented ways - using sms messages, chat rooms, tweets, pins, file sharing, "likes" or posting "posts" in any of today's many social networks.
Indeed, De Beers, even when confident that representatives of the "generation Y" are driven by the same emotions and desire for love and fidelity that were associated with the slogan "Diamonds Are Forever" from previous generations, recognizes that today's mechanisms of brand interaction With consumers radically different from those that existed in the past.
"Previously, the key moment of the advertising company was a 30-second television advertisement in which a certain thought was expressed - thus the author of the advertisement informed the consumer about what he believed he should believe in," thinks CEO Forevermark Stephen Lussier in Rapaport News interview. "However, with representatives of the" generation Y "this method works much less efficiently - it is more difficult for them to instill the necessary thought. Moreover, the information reported in this way looks much less reliable in their eyes than in the eyes of previous generations. "
Of course, the upcoming campaign is not just for "generation Y". A 30-second commercial is still good for attracting customers from previous generations - in the end, they have the most money to buy fashion jewelry with diamonds. However, representatives of the "generation Y" are now buying their first diamond engagement rings, and the idea is to convince them to buy diamonds after 10 years.
For this purpose, emphasizes Lussier, the key component of marketing addressed to this generation is to be telling stories, and not advertising or communication of certain statements.
In the same way, Rio Tinto, in its campaign Diamonds with a Story, notes that consumers crave stories with a storyline. "Stories inspire, enthrall and add to our lives a new dimension," the company explains. "They respond to our deep desire for ownership, and if it comes to diamonds, stories raise their emotional value."
Both De Beers and Rio Tinto recognize that representatives of the "generation Y" want to be involved in the story behind the diamond. It is she who gives the acquisition a value, through which consumers are willing to pay more. "
However, not everything is simple here. Lussier notes that storytelling takes more time, and besides, by definition, they should be more interesting and exciting and less oriented to commercial gain - they are not aimed at selling the product directly.
Therefore, although Forevermark in the campaign "Brilliant is forever" will use 15 and 30-second television spots, which will show the engagement ring with a diamond, these videos will serve only as a starting point for the story, which the brand hopes to tell. Lyusya explained that the development of this story will happen with the help of social networks, where celebrities, bloggers and, in particular, people with whom clients can associate themselves, will be involved.
"Advertising is only part of the story," he noted. "You need to involve others so that they tell your story in their own words, if you want them to believe you."
Consequently, perhaps the biggest problem that brands face today is how to encourage representatives of the "generation Y" to respond about the product in a positive way. Secondly, the brand should strive to prolong interaction with consumers as long as possible, even before they reach the store.
"Generation Y", and representatives of other generations, began to spend more time collecting information before buying a diamond, which is why De Beers wants to send them to their site for consumers, from where they eventually go to the store. The longer the company can keep their interest in their history - with the help of television and print advertising, social networks and their branded site - the more successful will be the relationship with the brand.
Changed the criteria for the success of the advertising campaign. If one or two decades ago the success of a typical advertising campaign could be estimated by the number of sales per unit of time, today De Beers will look at the level of interaction with the brand in the short term and whether the attitude to the product will change in the long term.
Perhaps that's why Lussier describes the campaign as aimed at attracting to the brand, rather than raising awareness about it. Even representatives of the "generation Y" know that a diamond is forever, they just do not understand why.
In these circumstances, as noted by Lussier, the main message of the forthcoming campaign is almost entirely oriented towards representatives of the "generation Y". Proceeding from the fact that, according to De Beers research, "generation Y" is of interest, the campaign will emphasize that the diamond is unique, natural, has an enduring value and has a positive impact on the environment and the community where it is mined. All these are the basic values that representatives of the "generation Y" are looking for in the product - or, in accordance with the concept of the campaign, they should look.
Similarly, Rio Tinto has chosen for its campaign "Diamonds with a history" four themes that it considers important for the "generation Y". The company commissioned jewelers to develop jewelry with diamonds that tell stories about: Rio Tinto's ability to sell viable products made from materials obtained in accordance with the ethics of the product; A sense of pride for the mine and the country of origin of the diamond; Availability for the company of a unique range of colors of diamonds; And, finally, the joy that the company's products deliver.
http://www.diamonds.net/News/NewsItem.aspx?ArticleID=52742&ArticleTitle=Diamond+Storytelling+
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