Lucara’s 2,492-carat diamond discovery drew significant market attention, but the challenge was turning short-term buzz into lasting investor value. That’s where Market One came in.
Diversified
LUCARA DIAMOND: HARNESSING DIGITAL STRATEGIES FOR UNMATCHED BRAND VISIBILITY AND 11,000+ AUDIENCE GROWTH
The Challenge
Strategy
Market One employed a digital strategy that focused on using every social platform to its advantage:
• Timely Social Media Posts: Crafted video content, branded images, press release coverage, and shared CEO commentary/quotes across all platforms (LinkedIn, Facebook, Instagram).
• Targeted Ads: Running targeted engagement and traffic ads with the goal of reaching both existing followers and new audiences.
• Strategic Consulting: Working closely with Lucara’s executive team to provide recommendations across all platforms, while offering advice on leveraging the opportunity to meet with investors in person.
Platform Highlights
LinkedIn
• Operations, Business Development and Engineering Industry professionals shared news about the discovery across their LinkedIn networks, generating organic visibility and amplifying Lucara’s reach within the business community.
• The discovery sparked meaningful conversations among Senior, Manager, and Director-level leaders, driving valuable discussions and enhancing Lucara’s visibility among investors and diamond professionals.
Instagram
• Diamond industry influencers shared stories and posts about the discovery on their own pages, extending the reach to their large audiences.
Facebook
• Our Retargeting, Custom Audience, Job Title/Function and Groups targeting mechanisms helped capture the attention of potential retail investors, driving them to learn more about Lucara’s diamond discovery.
• These targeted efforts helped retail investors also connect with Lucara’s ESG initiatives in Botswana, fostering positive sentiment and aligning with our ongoing social media strategy.
Editorial
Immediate Impact (Week One: August 21–28)
Within just 7 days of the diamond’s discovery, Lucara achieved its highest engagement and web traffic to date, marking a significant digital milestone.
- 472K Impressions (+1,405%)
- 41K Engagements (+683%)
- 13K Post Link Clicks (+192%)
- 154K Total Audience (+4,365 net audience growth) [+881%]
Sustained Success (Month One: August 21–September 21)
Beyond the first week, Market One continued an ongoing social media campaign and maintained momentum, delivering strong results 1 month after the announcement:
- 657K Impressions (+915%)
- 59K Engagements (+654%)
- 24K Post Link Clicks (+257%)
- 157K Total Audience (+7,401 net audience growth) [+416%]
Conclusion
Market One’s ability to instantly react to news cycles allowed Lucara to profit off their opportunity. Within the first week, the campaign led to a 881% growth in Lucara’s audience, and sustained cross-platform engagement well beyond the initial announcement. This impact not only strengthened Lucara’s influence among investors but solidified its position as a leader in the diamond market.
