Brand / VRAI
VRAI
Giving a carbon neutral diamond brand its voice across email, journal, social, video and events.
Role
Brand Marketing Manager, promoted from Coordinator in 2019
Timeline
Mar 2017 to Jan 2020
Focus
Email, journal, paid media, video, events
Brand
Lab grown, carbon neutral diamonds. vrai.com ↗
01
At a glance
150%
YoY growth from brand partnerships
3 years
growing the brand, Mar 2017 to Jan 2020
5
channels: email, journal, social, video, IRL
Built a content engine that taught people what a modern diamond could be.
02
Approach
Treat every channel as a chance to teach, so people understood the diamond before they were asked to buy one.
Name changeLed the move from Vrai and Oro to VRAI.
3D Design StudioLaunched the proprietary custom design service.
EmailDesigned flows, campaigns, cadence and segmentation.
JournalManaged, wrote and designed every entry in Shogun.
Video and eventsScripted and storyboarded educational videos, and produced IRL events.
GrowthRefined strategy across email, ads and site features.
03
The work
Campaign photography
Photography: Jessie Cundiff, Trisha Weiss.
3D Design Studio and the name change
Email
Social stories
Milestones campaign
