Helzberg Diamonds is bringing back its 40-year-old “I Am Loved” campaign in a new
national multimedia marketing campaign to reflect the company’s heritage as a
family business that shares in the joy and love of important moments in
customers’ lives. The campaign, which kicked off Nov. 29, features television
and social media components, and is highlighted by two 30-second holiday-season
TV ads spotlighting real couples
discussing how they fell in love.
The “I Am Loved” social media campaign, which was developed by digital
interactive agency Rosetta,
marks Helzberg’s first social media venture. Components include a new
“I Am Loved” website, which serves as a hub for a variety of social
media components, including Twitter,
Facebook, YouTube and Flickr; all give
consumers multiple ways to share their stories of love and romance.
For example, visitors to Helzberg’s Twitter account—twitter.com/helzberg—are encouraged to
tweet their own messages about love using the hashtag #iamloved. Helzberg will
showcase real-time tweets on a feed on the I Am Loved website. “Question of the
Week” contests will also allow guests to win a variety of prizes.
Other social media features include a Facebook page to permit
visitors to connect with Helzberg and broadcast messages of love, plus a Helzberg YouTube channel
featuring the advertising campaign’s TV commercials. A “Share the
Love” function allows visitors to submit their own stories and upload
accompanying videos. Helzberg will select a featured story each month to
spotlight on the website.
The “I Am Loved” tagline was originally conceived in 1967 by Barnett Helzberg
Jr., the then 30-something, third-generation president of Helzberg Diamonds.
Shirley Bush had just accepted Barnett’s marriage proposal, and he felt so
elated and that he wanted everyone to share his excitement. He
created the “I Am Loved” button to give away in stores, even touting it in ads in
The Kansas City Star. Helzberg
initially ordered 50,000 buttons, but the supply was quickly exhausted. An
article by the Associated Press reported that the buttons were
“the latest craze” to show your affection, and Helzberg says the buttons
were eventually produced in 11 languages, with more than 50 million
distributed. Buttons are still offered for free at Helzberg Diamond stores or at iamlove.com.