A Father’s Pride, A Daughter’s Sparkle – The Second Piercing Collection Campaign: Summary
- Campaign: Love, From Dad (for Second Piercing Collection)
- Product: Diamond earrings designed for second piercings
- Target Audience: Primarily Millennial parents in India with teenage daughters (secondary: teenage girls themselves)
- Goal: Category expansion by tapping into the teenagers, positioning diamonds as a meaningful gift for this milestone.
- Key Element: Emotionally resonant messaging from a father’s perspective, celebrating his daughter’s individuality and self-expression.
De Beers: A Diamond Spark for a New Generation of Expression
De Beers’ “Love, From Dad” campaign in India cleverly targets a new demographic for diamond jewelry: teenage girls embracing the trend of second ear piercings. Recognizing that this generation values self-expression and individuality, and is heavily influenced by aesthetics and social media, De Beers positioned diamond earrings as the perfect way for them to showcase their unique style.
The campaign strategically focused on Millennial fathers, understanding their emotional connection with their daughters and their desire to celebrate milestones with meaningful gifts that resonate with their children’s values. This generation of parents often appreciates individuality and experiences over traditional norms.
A key element of the campaign was a poignant letter format used in newspaper ads, written from a father to his teenage daughter. One such ad featured the following heartfelt message:
“Dear Daughter, Others see you throwing a teenage tantrum. I see you standing your ground. They see you as stubborn, not listening to their advice. I see you setting boundaries for yourself. Some see you changing your mind all the time. I see a girl listening to her heart all the time. They see you being friendly with boys. I see you breaking their rules and judgements. Some see you rebelling. I see a girl expressing herself.
I see your, my daughter 16 and already owning your story And I couldn’t be more proud Love, from Dad.”
This emotionally resonant message beautifully frames the act of getting a second piercing not as rebellion, but as a form of self-expression and owning one’s narrative. By associating De Beers diamonds with this empowering sentiment and the loving support of a father, the campaign aimed to make diamond earrings a relevant and desirable gift for this new occasion.
“With the innovative ‘Love, From Dad’ campaign, De Beers continues to promote the unique qualities and desirability of natural diamonds, reinforcing their status as the ultimate symbol of enduring love and meaningful rituals. This program not only strengthens consumer connections to natural diamonds, but also provides retailers with a strategic platform to enhance their offerings during the festive season and beyond.”
– Mr. Amit Pratihari, MD, De Beers India
