IN the current economy, some can afford to buy diamonds and some might need a little help to do so. A new advertising campaign by Hearts On Fire, the Boston-based diamond company, hopes to have something for all types of buyers.
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A Hearts On Fire ad insert in the October issue of Harper’s Bazaar features the blogger Stephanie Johnson of SJ’s Style Compass.
Instead of hiring a traditional advertising agency, the company has collaborated with an in-house creative team at Hearst Magazines for a new campaign with customized messages in digital and print ads. The company says it also hopes to increase awareness of its brands by building a social media community.
The campaign will be rooted in 82 print spreads that will run in seven Hearst magazines over 16 months. One of the main goals is “to show the power of print and how it moves consumers into the funnel and brings them all the way down to the purchase,” said Michael A. Clinton, the president, marketing and publishing director of Hearst Magazines.
The content of the print ads will vary slightly in each magazine based on its target audience. For younger fashion-conscious readers of Cosmopolitan, Marie Claire and Redbook, ads will highlight lower-priced items. The more affluent readers of Harper’s Bazaar, O, The Oprah Magazine and Town & Country will see higher-priced items.
“It’s not unusual for someone from Town & Country to pick up the phone and buy a $32,000 piece,” Judith Bookbinder, the vice president of creative communications at Hearst, said, referring to readers of the magazine.
Male readers of Esquire will be encouraged to buy diamonds for the women in their lives. The campaign also seeks to entice women to purchase items like diamond hoop earrings or pendants for necklaces for themselves.