Relationship Marketing

case study

De Beers

Social and Digital Strategy


To drive interest and meaningfulness for De Beers Jewellery among women and reinforce the slogan ‘A Moment of Light’ embedding association with De Beers through digital and social strategy.


LuxHub built and designed a template tool on Facebook for women to select other women (Facebook friends) that have inspired them this year, encouraging engagement and reach. The tool was then seeded with blogger networks and 200 contacts from the LuxHub network were used to amplify the campaign across all De Beers markets (US, UK, FR, TW, HK, CN, JP).

A supporting influencer campaign including premium talent such Christina Bazan, Anelli Bush and Chriselle Lim was activated to align the brand with a younger and fashionable audience