New York–In the first month it was live, the inaugural video in the Diamond Empowerment Fund’s campaign targeting millennials garnered 11 million impressions.

Conservation, the debut 1-minute video for DEF’s new “Real Stories. Real Diamonds. Real Impact.” campaign, is posted on both the Diamonds Do Good website and on YouTube.

According to DEF, it garnered 7 million views of at least 30 seconds and 5 million views lasting the entire length of the video.

The organization said it sees these results as “confirmation that (its) ‘Diamonds Do Good’ message is resonating with consumers.”

Conservation is the first highlighted subject matter in a series DEF will create to educate the public on the positive stories behind diamonds.

All videos will live on the DEF website’s video library page and will be available for retailers to share with their customers.

The videos for “Real Stories. Real Diamonds. Real Impact” were made possible through a grant received from the JCK Industry Fund, augmented by a donation from the Diamond Producers Association.

In November, DEF launched a proposal contest behind the campaign, with the winners being sent to Botswana in 2019 to see the impact diamonds have had on the country firsthand and to share their experiences on social media.

“Educating the younger generation on the good diamonds do and inviting them to engage in this narrative will help boost consumer confidence and ultimately demand for diamonds,” said Anna Martin, DEF president and GIA senior vice president.


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