DX Diamonds Campaign Case Study

You do you. We’ll do campaign.

Whether you’re hitting the pub for a beer and the footy on the day of your actual wedding.

Or you propose to your soon-to-be fishmonger wife, amongst the glorious fish guts.

Or perhaps you give your lover a big squeeze on the bum, despite the Annual Accounting Summit clearly being over.

You do you.

Whatever your version of love looks like, we support it. And we’ll do the diamonds. The best quality, custom-made diamond engagement ring you could hope for. That’s what we wanted DX Diamonds to say with this campaign.

Whether you’re hitting the pub for a beer and the footy on the day of your actual wedding.

Or you propose to your soon-to-be fishmonger wife, amongst the glorious fish guts.

Or perhaps you give your lover a big squeeze on the bum, despite the Annual Accounting Summit clearly being over.

You do you.

Campaign criteria.

Our goals for this campaign were to relaunch the brand with new positioning, stand out from the category, include new brand cues, increase reach and engagement, and take a digital-first approach.

We considered the 95:5 rule, which is that 95% of customers aren't ready to buy today. Campaigns should focus on creating mental availability so that DX Diamonds is front of mind when they are ready to buy.

The number one goal of this campaign is for people to understand that DX Diamonds is a diamond engagement ring brand for modern love stories.

People don’t like to be advertised to. So if we’re crashing their party, we might as well bring champagne.

The background.

Couples do things in their own wonderful, unique way. Whether it makes sense to anyone else or not, it’s their love story.

But to break it down more:

There is pressure to have this picture-perfect wedding (thank you, Sofia Richie) and picture-perfect engagements (thank you, Taylor + Travis) and picture-perfect huge ring (thank you, Selena), but that's not reflective of real love. Real love is weird. And we support it. There's also been a rise of Shrek-themed weddings, weddings where their pet is a huge part of it, and generally weddings that celebrate the thing that brought the couple together, which we wouldn't have seen decades ago.

Couples want to personalise their love story but still feel social pressure to live up to a curated, “perfect” version of love (and life tbh, cue the matcha latte at pilates...but that's for another day).

Consumer insight.

Couples feel pressure to perform a picture-perfect version of romance, when real love is far less polished or generic. They want permission to celebrate it their way.

This came from looking at how young people are behaving and also interacting with brands. We know there's a rise in seeking personalisation and identity-first decision-making with young people and a desire for authenticity / cutting through the fluff from brands.

Campaign platform.

You do you. We’ll do diamonds.

This reframes engagement from performance to personalised.

Instead of centring the ring as the life milestone, it centres "you", aka the audience. Your quirks. Your choices. Your relationship. Your budget. Your timeline. Because modern love isn’t one-size-fits-all, and neither are our diamonds.

Our goal was to always build the first diamond brand that doesn’t romanticise perfection.

And we’ve done this through an extremely direct, extremely honest tone of voice and point of view. Using cutting humour to add clarity to the industry. And seeing the beautiful in the unusual.

That’s why we opted for short, film-style vignettes across YouTube, Meta and TikTok that balance the tender, playful and intimate moments with the out-there, odd and hilariously raw. Images for use in out-of-home and digital placements feel authentic, joyfully unpolished, using soft, natural lighting, styling and colour palettes that reference brand colours. The campaign also extends to Reddit search, where soon-to-be newlyweds go to research.

Where competitors choose glossy influencers and unrealistic aspirational settings, we opt for romanticising the reality. It’s totally unexpected for the stale diamond industry, but that’s DX Diamonds.