Assignment
The International Gemological Institute (IGI) is the largest independent laboratory for testing and valuating diamonds and fine jewelry worldwide. IGI engaged FWV to drive demand for diamonds and fine jewelry that IGI has certified.
Message
After evaluating the competition, FWV identified IGI's unique place in the market as the leading independent gemological laboratory to work directly with consumers. This fact makes IGI a valuable resource for both the jewelry industry and for the diamond-buying public. Since IGI was already well-known in the industry, FWV recommended a strategy of going directly to consumers to ask for IGI gemological reports from their retail jewelers, thereby driving demand from retail chains.
Value Proposition
FWV positioned IGI as the consumer's independent gemological laboratory, one that consumers should trust and demand. IGI is completely independent (does not buy or sell jewelry) and therefore able to advocate for the end user.
Program Elements
FWV launched a targeted public relations campaign focused on raising the profile of IGI and driving consumer demand.
- Conducted an aggressive media relations campaign to educate consumers about buying and insuring diamonds and colored gemstones while positioning IGI as the expert in such matters.
- Positioned IGI's president as a diamond and gemstone expert as well as a consumer watchdog who can be used as a resource for the media.
- Developed a media kit focusing on the importance of jewelry certification and highlighting IGI's history of serving consumers as well as the jewelry industry.
Results
Since 1999, FWV has generated more than 250 million media impressions for the International Gemological Institute. IGI reports increased demand among consumers for the company's products, ultimately resulting in increased retail business.
InStyle
Real Simple
PARADE
USA WEEKEND
The Wall Street Journal
The New York Times
The Toronto Star
Chicago Sun-Times
Chicago Tribune
Boston Globe
The Boston Herald
The Washington Post
60 Minutes II
Inside Edition
CNN "Live From"
Fox News Channel
ABC News 20/20
