Jewelry from the campaign can be viewed here and the trend report can be downloaded here.
Show notes
01:35 - Early feedback about the “For Moments Like No Other” campaign.
03:55 - David explains why the campaign is international rather than localized, and the NDC’s choice to work with actress Ana de Armas.
07:39 - Will Ana’s involvement extend beyond the filming and production of the ad?
09:57 - The initial thought process and message conveyed by the NDC to the director and producers of the advertisement.
13:12 - How long will the campaign run and is the NDC thinking about its next one?
15:20 - How do you measure the campaign’s success?
17:14 - How the trade can get involved.
21:29 - What motivated the publication of the NDC’s Holiday Trend Report?
27:35 - Is the trade tapping into those trends?
31:15 - What has been the response to the NDC’s change in strategy toward publishing?
34:55 - How do you assess the level of confidence in the trade at the moment?