{"id":2816,"date":"2016-08-22T02:45:04","date_gmt":"2016-08-22T02:45:04","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=2816"},"modified":"2016-08-22T02:45:04","modified_gmt":"2016-08-22T02:45:04","slug":"chow-tai-fook-launches-retail-campaign-origins-of-their-diamonds","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/08\/chow-tai-fook-launches-retail-campaign-origins-of-their-diamonds\/","title":{"rendered":"Chow Tai Fook Launches New Retail Campaign to Focus on the Origins of Their Diamonds"},"content":{"rendered":"

Asian Jewellery brand, Chow Tai Fook, launches a new campaign looking at providing a \u201cretail experience\u201d for their diamond buyers.\u00a0 <\/em><\/strong>In an attempt to differentiate themselves as well as their diamonds, Chow Tai Fook\u2019s campaign aim focuses on their strap line \u201cto tell the truth\u201d.\u00a0<\/em><\/strong><\/p>\n

\"chow-tai-fook-the-branding-journal-2\"<\/h1>\n

1) The campaign<\/h1>\n

The diamond industry is a prestigious sector.\u00a0 For many diamond retailers it\u2019s hard to set yourself apart and distinguish why your diamonds are more elegant than the rest.\u00a0 Chow Tai Fook and branding and creative agency, Two Hundred, identified this issue.\u00a0 So they looked at a campaign strategy which would enhance their brand.\u00a0 As well as people\u2019s perceptions of their brand and retail experience.<\/p>\n

For Chow Tai Fook the experience starts in their retail space.\u00a0 It is here where consumers learn more about the diamonds and where they are sourced.<\/p>\n

This is then enhanced with Chow Tai Fook\u2019s patented technology.\u00a0 Technology that allows each diamond to be emblazoned with a `T-mark`.\u00a0\u00a0Which in turn, provides a serial number unique to each shiny piece of crystallised carbon.<\/p>\n

2) Building trust<\/h1>\n

Through the retail focus of their campaign and also through the technology they\u2019re using, Chow Tai Fook are building a strong bond with their audience.\u00a0 As well as allowing their customers to know exactly where their diamonds are from.\u00a0 Not only that, the brand is also highlighting how the `T-mark` builds trust, as it enables the traceability of the stone.\u00a0 From its source through processing, cutting, polishing, authentication and design.<\/p>\n

\"chow_tai_fook_the_branding_journal_3\"<\/a><\/p>\n

3) The 4 T\u2019s<\/h1>\n

The four T\u2019s look at: traceable, transparent, truthful and thoughtful.\u00a0 The brand\u00a0is hailing that the technology-enabled tracking is the \u201cpioneer of a new trade standard\u201d.\u00a0 As it places itself\u00a0in the top spot\u00a0with target audiences, when it comes to credibility.<\/p>\n

Alan Chan, Director of group branding at Chow Tai Fook, commented in Campaign Asia-Pacific that other brands \u201chave had the idea of setting a standard related to the journey of diamonds for some time, but we are the only ones commanding the resources and productions scale to do so\u201d.<\/p>\n

4) Retail experience<\/h1>\n

Bringing\u00a0it to life within their stores, Chow Tai Fook\u00a0have created \u201cexperience zones\u201d.\u00a0 Described as: \u201cthe area where we try to engage with customers by explaining the concept of 4T and, using interactive platforms, we take them along their favoured diamond\u2019s historical journey\u201d.<\/p>\n

\"chow_tai_fook_the_branding_journal_4\"<\/a><\/p>\n

What the brand are doing, is highlighting the transparency in their approach.\u00a0 It is this element that builds up the strong nature of trust and emotional attachment.\u00a0 Furthermore, this interactive experience allows the consumer to connect to the brand as everything which is chosen and sought is personalised to them.<\/p>\n

5) Setting themselves apart<\/h1>\n

Chow Tai Fook\u00a0has embarked on a great campaign to build their brand name and reputation.\u00a0 But they have also used it to set them apart from the competition.\u00a0 They’ve found something that no one else in the industry is currently offering and they are capitalising on this.<\/p>\n

It also plays on people\u2019s ethics.\u00a0 Today more people are taking an interest in ethical sourcing and\u00a0the detailed information that the brand provides and the journey in which they take the customer on is a great way to establish trust and keep that customer engagement.<\/p>\n

\"chow_tai_fook_the_branding_journal_1\"<\/a><\/p>\n

However, for all a great branding exercise and campaign, the communications online do not always follow suit.\u00a0 Campaign Asia-Pacific reported that \u201cwith all the money being spent on this effort, we were surprised to find the website riddled with grammatically peculiar statements\u201d.<\/p>\n

Brands must be aware that your offline actions must be replicated and enhanced by your online communications.\u00a0 Otherwise all of the great work you can do in-store can soon be undone by poorly cited communications online.<\/p>\n

References:<\/em><\/strong>\u00a0\u00a0Campaign Asia-Pacific
\n<\/em><\/a>Pictures from:\u00a0 <\/em><\/strong>Campaign Asia-Pacific,\u00a0<\/em>Crebi News, JingDaily.com<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"Asian Jewellery brand, Chow Tai Fook, launches a new campaign looking at providing a \u201cretail experience\u201d for their…\n","protected":false},"author":15,"featured_media":2851,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"Asian Jewellery brand, Chow Tai Fook, launches a new campaign looking at providing a \u201cretail experience\u201d for their diamond buyers. In an attempt to differentiate themselves as well as their diamonds, Chow Tai Fook\u2019s campaign aim focuses on their strap line \u201cto tell the truth\u201d.","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[490,58,4,106],"tags":[629,13,45,637,185,548],"ppma_author":[757],"class_list":{"0":"post-2816","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand-identity","8":"category-brand-positioning","9":"category-news","10":"category-product","11":"tag-asia","12":"tag-branding","13":"tag-campaign","14":"tag-diamonds","15":"tag-retail","16":"tag-technology","17":"cs-entry","18":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":490,"label":"Brand Identity"},{"value":58,"label":"Brand Positioning"},{"value":4,"label":"News"},{"value":106,"label":"Product"}],"post_tag":[{"value":629,"label":"Asia"},{"value":13,"label":"branding"},{"value":45,"label":"campaign"},{"value":637,"label":"diamonds"},{"value":185,"label":"retail"},{"value":548,"label":"technology"}]},"featured_image_src_large":["https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/chow-tai-fook-the-branding-journal.png",619,312,false],"author_info":{"display_name":"Amanda Wright","author_link":"https:\/\/www.thebrandingjournal.com\/author\/amanda-w\/"},"comment_info":0,"category_info":[{"term_id":490,"name":"Brand Identity","slug":"brand-identity","term_group":0,"term_taxonomy_id":490,"taxonomy":"category","description":"","parent":207,"count":26,"filter":"raw","cat_ID":490,"category_count":26,"category_description":"","cat_name":"Brand Identity","category_nicename":"brand-identity","category_parent":207},{"term_id":58,"name":"Brand Positioning","slug":"brand-positioning","term_group":0,"term_taxonomy_id":58,"taxonomy":"category","description":"","parent":207,"count":29,"filter":"raw","cat_ID":58,"category_count":29,"category_description":"","cat_name":"Brand Positioning","category_nicename":"brand-positioning","category_parent":207},{"term_id":4,"name":"News","slug":"news","term_group":0,"term_taxonomy_id":4,"taxonomy":"category","description":"","parent":0,"count":95,"filter":"raw","cat_ID":4,"category_count":95,"category_description":"","cat_name":"News","category_nicename":"news","category_parent":0},{"term_id":106,"name":"Product","slug":"product","term_group":0,"term_taxonomy_id":106,"taxonomy":"category","description":"","parent":207,"count":16,"filter":"raw","cat_ID":106,"category_count":16,"category_description":"","cat_name":"Product","category_nicename":"product","category_parent":207}],"tag_info":[{"term_id":629,"name":"Asia","slug":"asia","term_group":0,"term_taxonomy_id":629,"taxonomy":"post_tag","description":"","parent":0,"count":3,"filter":"raw"},{"term_id":13,"name":"branding","slug":"branding","term_group":0,"term_taxonomy_id":13,"taxonomy":"post_tag","description":"","parent":0,"count":68,"filter":"raw"},{"term_id":45,"name":"campaign","slug":"campaign","term_group":0,"term_taxonomy_id":45,"taxonomy":"post_tag","description":"","parent":0,"count":19,"filter":"raw"},{"term_id":637,"name":"diamonds","slug":"diamonds","term_group":0,"term_taxonomy_id":637,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":185,"name":"retail","slug":"retail","term_group":0,"term_taxonomy_id":185,"taxonomy":"post_tag","description":"","parent":0,"count":7,"filter":"raw"},{"term_id":548,"name":"technology","slug":"technology","term_group":0,"term_taxonomy_id":548,"taxonomy":"post_tag","description":"","parent":0,"count":2,"filter":"raw"}],"authors":[{"term_id":757,"user_id":15,"is_guest":0,"slug":"amanda-w","display_name":"Amanda Wright","avatar_url":"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2019\/10\/Amanda-W.jpg","0":null,"1":"","2":"","3":"","4":"","5":"","6":"","7":"","8":""}],"_links":{"self":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2816","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/comments?post=2816"}],"version-history":[{"count":10,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2816\/revisions"}],"predecessor-version":[{"id":2853,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2816\/revisions\/2853"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media\/2851"}],"wp:attachment":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media?parent=2816"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/categories?post=2816"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/tags?post=2816"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/ppma_author?post=2816"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}