Gemological Institute of America Advertising/Campaigns

GIA, the Gemological Institute of America, is a nonprofit organization and creator of the 4Cs of diamond quality. With a mission of educating and protecting the gem-buying public, GIA was looking to move beyond traditional based awareness advertising to a more focused, digitally-led effort on helping our male bridal audience make smarter and more informed diamond buying decisions. The overarching theme of Know Your Diamond was played out through print, digital ads, outdoor, events and social channels, all with a consistent visual tone and clean sophistication, in line with the brand. The awareness campaigns led to a 28% uptick in global site visits, a 68% increase in paid search traffic, and a subsequent 28% growth of social media outreach, year-over-year growth. Sparkling results.

60s YouTube video targeting the male-bridal buyer, educating about the 4Cs and the grading report from GIA.

15s animated ad to entice engagement and swipe up to learn more.

Digital animated display ads promoting GIA and the diamond grading report.

Pandora and radio 30s ad spots, male-bridal buyer audience.

Ads educating about the 4Cs targeting the female-bridal buyer on Pinterest

Out-of-home digital billboard ad in Times Square over the holiday shopping season.

Testimonial videos from actual GIA customers on the GIA YouTube channel.

Print ad concepts pushing the brand look and tone.

Retail support materials, in store displays. Translated into Japanese and Chinese for those global markets.

Chinese Lunar New Year gift package for the China diamond retailers, welcome the Year of the Dog.

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