G I A — Chris Polley

Diamond Origin Campaign

The Diamond Origin campaign was about raising awareness of ethically sourced diamonds so the consumer would know that they did not come from blood diamonds. The campaign also highlighted the good that the diamond industry does around the world.

Knowledge Rocks Week

Knowledge Rocks was a week-long event for gem lovers around the globe. As most of the world remained closed due to Covid 19 the event was hosted online. As a team we reached different areas of GIA’s main consumers; laboratory, researchers, students and retail with an online campaign including targeted emails to each section which achieved a high attendance rate.

Pearl Report Campaign

Global campaign to raise GIA’s share of the pearl grading market with new reports. Campaign centered on copy and images that highlight pearl’s simple sophistication and the more complex science behind the grading.

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GIA Events and Tradeshows

Global Tradeshows, Event and museum displays, used to promote GIA

Education Quarterly

GIA Educational Magazine which was sent out to prospective students and past students. Having a print and online version helped drive up enrollments by 22%, making it a vital tool to promote GIA education.

Continuing Education Campaign

Using targeted and personalised emails plus social media, drove traffic to an enrollment page to sign up for GIA’s Continuing Education program, which was aimed at 25-35 year olds who had registered interested in GIA Education or had just recently just taken a GIA course.