Project
Pure Grown Diamonds Testimonial Videos
Date Of Project
July-August 2018
Challenge
Pure Grown Diamonds is an industry leader in the field of laboratory-grown diamonds and one of the world’s most proficient growers. After JCK Las Vegas, PGD wanted the show’s momentum to continue. PGD also wanted to answer in detail the technical questions retailers had about laboratory-grown diamonds, all while continuing to promote one of its top communications objectives—the profitability of Pure Grown Diamonds.
Tactics
The SmartWork Media Content Studio quickly produced two testimonial videos—one from a laboratory owner’s point of view; the other from a retailer’s—to showcase PGD’s products and profitability potential. Since the client wanted to run the videos as soon as possible following the end of the show, the Content Studio worked quickly, using a local videographer to record and edit the GCAL video in New York City and the Wisconsin-based Creative Edge Studio to complete the retailer video at Bay Area Diamonds in Green Bay, WI. SWM’s Content Studio organized all aspects of the assignment, working closely with the client on content, editing and distribution.
Results
The first video was deployed within two weeks of the show’s close. The second video was completed and aired shortly afterwards. Over the next six weeks, links to both videos were sent via eblast to 30,000 INSTORE subscribers. With over 30,000 monthly online viewers, 30,000 eBulletin subscribers and another 18,000+ followers on social media, INSTORE was able to swiftly disseminate Pure Grown Diamond’s most vital communications objectives.