Antwerp world diamond centreStay in the loupe |
Antwerp world diamond centreStay in the loupe |
Client: Antwerp World Diamond Centre (AWDC)
Task: Bring The Diamond Loupe App to market
Scale: Global
Menu: Hyper-Targetting, Google Search and Display ads, digital/creative strategy, creative concept, graphic design, copywriting, film development, direct mail, mobile, web
Think of The Diamond Loupe as the BBC of the diamond industry. Developed by AWDC to promote and support the diamond industry, it’s a one-stop-platform where diamond professionals can keep up with the latest industry news. Available online and as an app, it was our job to make sure that the right people knew about it.
Perfectly coined, “Stay in the Loupe” is the double entendre that inspired our multi-channel campaign. Pairing PR announcements, direct mailings and street activations with a hyper-targeted digital strategy, we were able to penetrate a rather conservative market on a global scale.
The key to success was finding our way into the right hands—the hands of B2B professionals active in the diamond industry. Using search and display ads on Google, Facebook and LinkedIn, we could hyper-target mobile users based on their professions, connections and interests. By focusing only on mobile users, we could implement CTAs that linked users directly to the App Store to minimise funnel loss and significantly increase conversion rates.