De Beers Qixi Festival Campaign

China is quickly becoming the world's largest luxury market, drawing in a great number of international brands that are looking to capture a piece of the pie. As more players vie for the attention of young, luxury buyers, consumers today have become more demanding of luxury brands, expecting more elevated and personalised experiences.

Faced with fierce competition, De Beers Jewellers looked to strengthen its awareness and brand affinity amongst increasingly picky consumers and designed a full-funnel campaign strategy, centered around data-driven insights and personalisation. The Qixi Festival (Chinese Valentine's Day) was a key promotional event, leveraging the festival's gift-giving nature to amplify De Beers' most iconic collections.

The one-month campaign was hugely successful, resulting in exponential growth Tmall visitors, search volume and revenue uplift for De Beers Jewellers.