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.

The challenge

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.

The strategy

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.

The Helzberg campaign generated buzz immediately with more than 125,000 video views in the first week. A month and a half later, the campaign videos had 2.2 million views, generating 175 million impressions.

The solution

DEG first began storyboarding and planning out every step of changing one couple’s life with an epic proposal. The agency met Kyle, a bachelor searching for the perfect ring for his girlfriend Madison and star of the campaign. During the shoot, DEG told Kyle the video was for a documentary on ring shopping. Only after he wrapped filming after finding the ring that reflected his and Madison’s love did DEG explain Helzberg’s true proposal.

If Kyle agreed to propose to Madison within the next 48 hours, Helzberg would gift him the engagement ring for free and help him plan an unforgettable experience, all captured in a video. Kyle said, “Yes!” and DEG’s production crew followed his trek to iconic Kansas City locations as he planned his proposal. Checking off every critical box—from picking flowers and a new suit to selecting the Kauffman Center for the Performing Arts as his stage and a vintage Bentley for a grand exit—Kyle, with the help of Helzberg, crafted the setting for popping the big question.

After Kyle got his answer—of course, she said, “Yes!”—DEG went to work sharing the proposal story with the world. Leveraging its cross-channel capabilities and experience in the digital space, DEG activated nearly all of the paid and organic platforms at its disposal for Helzberg.

DEG promoted the We Propose You Propose campaign to media and across Helzberg’s social channels, emails, and influencer outreach, as well as on a dedicated landing page featuring behind-the-scenes content. Almost as quickly as Helzberg helped Kyle propose, DEG turned an idea into reality with only 18 days between production and campaign launch.

The outcome

Helzberg Diamonds and DEG launched the We Propose You Propose campaign right in time for Valentine’s Day when many potential fiancés surprise their partners with proposals. The campaign generated buzz immediately with more than 125,000 video views in the first week. A month and a half later, the campaign videos had 2.2 million views, generating 175 million impressions.

Now, more couples can see how Helzberg helps guide them toward happiness with the perfect ring to make the proposal day a magical one.

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