Building on its success with a National Proposal Day campaign, Helzberg asked DEG to craft an innovative and creative way to relieve the stress and enhance the joy of the ring-shopping process.
Engagement ring shopping is stressful. On top of finding the right ring, Millennial proposals have expanded into lip-sync and elaborate experiences. Getting down on one knee and asking that very important question has become the encore. What leads up to the question are the songs, dances, movies, and surprises that transform each love story into a one-of-a-kind experience.
Since the first Helzberg Diamonds opened in Kansas City, Kansas, in 1915, it’s grown into a family of more than 200 jewelry stores with a mission to help spread love to as many people as possible. Helzberg understands the complexity and emotions involved in picking out the perfect ring for that special someone—after all, it’s been uniting the two for more than 100 years. Building on its success with a National Proposal Day campaign, Helzberg asked DEG to craft an innovative and creative way to relieve the stress and enhance the joy of the ring-shopping process.
Engagement ring shoppers are some of the most critical and complex customers. Help them capture the biggest moment of their lives, and you’re building a bond that lasts a lifetime. DEG focused on this insight as it worked with Helzberg to share in celebrating these happiest of moments.
As Helzberg’s social agency of record, DEG knew video was the most effective storytelling tool for capturing a proposal. To help Helzberg properly get down on one knee with each of its future customers, DEG proposed a video proposal to showcase the level of detail and guidance the brand’s associates provide each customer throughout their ring-shopping experience.