Forevermark, part of the De Beers Group, are known for their beautiful, rare and responsibly sourced diamonds. As a product-focus led business whose diamonds were predominantly sold through Authorised Forevermark Jewellers in-store, before launching their ecommerce platform in 2018, they were looking to amplify their digital presence and create an online destination for their consumers to build affinity with the brand.
Our initial brief from Forevermark was simple – through a digital campaign, position bridal as a key acquisition strategy and mechanism for Forevermark, to develop and reintroduce our ‘A Diamond Is Forever’ equity.
What started as a summer campaign evolved to become a global, three-year strategy that would establish Forevermark as the ‘destination’ brand that carries consumers through their complete bridal journey and beyond.
It was a solution that challenged Forevermark’s purpose and how it could be utilised over ‘product only’. Working in close collaboration with the team at Forevermark and partnering agencies, our strategy was to ‘inspire forever moments’ – a moment of intense, positive emotion between two people that they will treasure forever.
Our collaboration with Forevermark led to the design and creation of a digital hub titled ‘Now, Forever‘, transforming Forevermark’s digital presence to a constant feed of ‘always-on’, purpose-driven, ‘Forever’ content. The entire platform was anchored on collaborations with real people and sourced non-fictional, authentic, inspiring stories that the platform champions and uses to engage a community.
‘Now, Forever’ serves as an ever-evolving, constant source of inspiration and information on bridal and beyond, accompanying a user through all walks of their ‘Forever’ and the journeys they take along the way.
Love stories are inspirational and forever has a different meaning in each. With these snapshots of people’s lives told through photography, video and beautiful page designs to showcase each, Forevermark celebrates the belief in forever and what forever means to its followers. Its aim is to inspire people inside and outside of relationships, challenging them to think about their life and about love – to dream, to plan and to start their forever journey.
As well as Forever Stories, all categories of the platform including Forever Guides, trending articlesand brand-driven or brand responsibility content were weaved into UX and content consideration to tell a much wider and enjoyable narrative. It means that the user can take snippets of inspiration or ideas, or fully immerse themselves in a world of forever inspiration.
Forever starts now
When we set out on this project the result was not one just one of numbers but of emotive value and brand awareness. We wanted to place Forevermark at the forefront of people’s minds when they are considering their most important and emotionally charged, happy moments and how they may commemorate those moments.
The goal was to sell product through purpose, and whilst the Forevermark diamonds are high-value items we are able to gain returned custom as opposed to just a one-off purchase through creating long-term relationships and value between the brand and the audience.The Now, Forever platform became a core pillar of the brand’s editorial and SEO strategy and has fed the brand’s appetite to continue investing in user experience and functionality across the entire website, evolving the brand’s positioning, online presence, creative opportunity and dedicated community.
Over the course of the last 3 years Hatched have worked with immense passion on Forevermark. Their unwavering support and collaborative approach has delivered something that we are all very proud of. The team at Hatched remain a trusted partner and are always a positive force in our continuing Forever journey.Jacqueline Crocker, Global Head of Digital for Forevermark
Forevermark - Now Forever Creative Strategy
A summer campaign that evolved to become a global, three-year strategy to establish Forevermark as the 'destination' brand for diamonds. The campaign works to inspire 'forever moments' - moments of intense, positive emotion between two people that they will treasure forever.