AGS new campaign targets consumers

The American Gem Society has planned a new integrated advertising campaign to raise awareness about its brand by targeting both female and male consumers. It aims with “Buy It with Confidence” ads to target male consumers and “Love What You See. And What You Can’t” ads to target female consumers. 

It aims at increasing consumer awareness of AGS and its esteemed membership, the print ads will run in GQ, Glamour and Vogue in the first half of 2016 in top regional markets to cover the important shopping occasions of Valentine’s Day, Mother’s Day and the bridal season.  

It also plans a custom hashtag -#BuyWithConfidenceAGS- will be promoted, along with social media campaigns. Helpful and interactive consumer content will also be developed and distributed via bridal publications and the magazine partners.  

Moreover, to increase the campaign’s consumer reach, AGS has planned a customized public relations and trade communications initiative to promote the campaign messaging to a wider audience on consumer-facing social media outlets, the AGS blog, AGS websites, (including Find a Jeweler, as well as games and quizzes, and publications such as Brilliance, Spectra, etc. 

It may be recalled that the ads will also promote AGS Laboratories, with logo placement in the creative, as well as the distribution of helpful consumer information such as benefits of using a Lab report, explanation of diamond grading and the 4C’s, FAQ’s, shopping tips, etc. 

As Ruth Batson, CEO of AGS and AGS Laboratories, says, “With the support of our retail members’ in-store and in their social media outlets, this fully integrated campaign is designed to make a powerful impact. Promoting consumer confidence and the ethics of the reputable jewelers that make up the AGS membership is critical to attracting younger consumers and ensuring the future strength of our industry.”