Advertising agency Pubmarket! shaped the entire digital strategy for Rio Tinto Diamonds from A to Z, starting with extensive desk research and benchmarking of the digital landscape in the B2B and luxury product segments. Market and trend analyses were also carried out to determine the positioning of the brand.
During a second phase, an internal digital audit was conducted through interviews with stakeholders and a complete analysis of all existing Rio Tinto marketing websites (20 in total). Pubmarket! then conducted an exhaustive external audit of the expectations of all involved stakeholders (customers, external business partners, media …). Up to the next step!
Then, the results were presented at a board meeting. After finalising them, they were summarised in a complete brand key that included all brand aspects, including the definition of the brand essence. The key was integrated in the new brand guidelines, created by Pubmarket!. After agreeing upon the vision, Pubmarket! could start working on the digital brand strategy behind ‘Diamonds with a StoryTM’.
1 platform, 3 target groups
One of the main insights of the first analysis was the need for one central content platform. Existing websites were taken offline and one central platform was created and segmented according to three different target groups: manufacturer, retailer and designer. The segmentation also took into account three different geographical and cultural regions: the United States, India, and Greater China.
The new website consists of a static part based on the ‘Diamonds with a StoryTM’ concept and a part with dynamic content which is updated on a monthly basis. The platform has the same structure for the three target groups but each country has its own local approach in terms of look & feel, tone of voice, and news distribution.
There’s also a monthly editorial board meeting with the Rio Tinto Diamonds representatives of the UK, India, and China to discuss the content for the coming months. Afterwards, Pubmarket! coordinates the content production with local copywriters: they create visuals, videos, infographics, etc. to bring the digital content to life and implement it in the website’s content management system.
Once the content is created, the real work starts
To make sure the website gets enough traffic, a digital ecosystem has been developed. Content plays an important role in this ecosystem: the objective is to attract a larger audience to the Diamonds with a StoryTM platform with interesting content. A number of channels is used: e-mail marketing, social media marketing, search engine optimisation and search engine advertising but also online and offline advertising, PR and other offline communication tools (brochures, events, trade shows, etc.). A channel-specific, strategic and tactical approach has been presented per channel, which is now in the process of being implemented.