Case Study 3: De Beers Billion Dollar Ideas
CASE STUDY 3: DE BEERS- BILLION DOLLAR IDEAS
Q1: What factors contributed to the success of the De Beers Beacons campaign?
De Beers conducted a market research and it ensue the desires in female consumers in wanting to upkeep and perpetuates their own personal three stages of love: past, present and future. Their relationship should “reflect upon the journey shared as a couple in the past and present day, and look forward to the many happy years that lay ahead.” Next, De Beers concentrated on ‘heavy users’ as their targeted audience as this type of consumers already own more than eight pieces of diamond jewelry. This shows that they already know the value of the diamond jewelry and De Beers is focusing on increasing the lifelong value. Moreover, De Beer’s communication objective was to create awareness and desire in their targeted audience regarding the Beacons campaign. This creates a long-term strategy and brand loyalty. Lastly, emotional values were implemented by creating the means and relevance invoked towards the customers around the Beacons campaign; the three stones in the rings symbolizing the three stages of love.
Q2: Applying McGuire's information processing paradigm, discuss the campaign approach McGuire's Information Paradigm.
The message is Presented to the target audience.
The target audience Pays Attention to the message.
The target audience must Comprehend what is in the message.
Once target understands the message, they must now Yield or positively accept the arguments in the message.
The target audience must Retain the arguments presented to them.
If the message is ultimately successful, the target audience will in fact Behave as urged by the message
Q3: Discuss the impact of the planning sequence on the campaign.
Step One: Target Audience Action
- "Heavy users" of diamond jewellery.
Step Two: Communication Effects
- Category need, brand attitude, and brand awareness.
Step Three: Processing
- Created new occasions to buy the beacons range.
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Q1: What factors contributed to the success of the De Beers Beacons campaign?
De Beers conducted a market research and it ensue the desires in female consumers in wanting to upkeep and perpetuates their own personal three stages of love: past, present and future. Their relationship should “reflect upon the journey shared as a couple in the past and present day, and look forward to the many happy years that lay ahead.” Next, De Beers concentrated on ‘heavy users’ as their targeted audience as this type of consumers already own more than eight pieces of diamond jewelry. This shows that they already know the value of the diamond jewelry and De Beers is focusing on increasing the lifelong value. Moreover, De Beer’s communication objective was to create awareness and desire in their targeted audience regarding the Beacons campaign. This creates a long-term strategy and brand loyalty. Lastly, emotional values were implemented by creating the means and relevance invoked towards the customers around the Beacons campaign; the three stones in the rings symbolizing the three stages of love.
Q2: Applying McGuire's information processing paradigm, discuss the campaign approach McGuire's Information Paradigm.
The message is Presented to the target audience.
The target audience Pays Attention to the message.
The target audience must Comprehend what is in the message.
Once target understands the message, they must now Yield or positively accept the arguments in the message.
The target audience must Retain the arguments presented to them.
If the message is ultimately successful, the target audience will in fact Behave as urged by the message
Q3: Discuss the impact of the planning sequence on the campaign.
Step One: Target Audience Action
- "Heavy users" of diamond jewellery.
Step Two: Communication Effects
- Category need, brand attitude, and brand awareness.
Step Three: Processing
- Created new occasions to buy the beacons range.
-