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The Diamond Store brings luxury within reach, offering exquisite engagement rings, fine jewellery, and gemstones crafted with integrity. While the brand had a successful influencer program, the challenge was to integrate creators into business-as-usual paid social campaigns and turn influencer-led content into a key driver of revenue and ROAS.
The overall goal: grow sales by 25% YoY, scale influencer partnerships, and maximise the impact of Meta’s AI-led campaigns.
We placed creators at the core of The Diamond Store’s paid social approach, combining luxury with modern influencer-led storytelling.
Four pillars guided our strategy:
Innovation at Scale: Maximised Meta AI-led ASC with richer creative inputs through Branded Partnership.
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Over six months (March–August 2025), we ran 47 unique influencer ads across multiple formats, from Branded Partnership to whitelisting, while repurposing content for brand-style assets. By embedding creators into paid social at scale, The Diamond Store differentiated itself from competitors who had only tested Branded Partnership content.
The impact was clear: creator content outperformed brand-led campaigns across the board.
Branded Partnership content now accounts for +10% of account spend, with plans to grow further into Q4 in 2025 and beyond. By putting creators at the heart of the strategy, The Diamond Store has proven that influencer-led content is not only engaging but central to driving business growth.
