It goes without saying that the holiday season is a crucial moment for consumer brands to stand out and engage their communities given the countless promotions vying for attention and wallet share. For Ring Concierge, the objective was clear: break through the holiday noise with a campaign that felt exciting, urgent, and unforgettable.
Having built their business through the power of an authentically engaged social media community, Ring Concierge knew they needed to activate something special on Instagram. To deepen their bond with loyal fans while attracting new ones, they launched a scroll-stopping Thanksgiving-week giveaway: ten stunning 3-carat diamonds up for grabs. But this wasn’t just your typical social giveaway—it was an interactive adventure.
To ignite excitement and engagement, the campaign transformed followers into digital treasure hunters—solving clues, answering trivia, and racing to uncover hidden diamonds on the Ring Concierge website. By seamlessly blending engagement, strategy, and creativity, Ring Concierge didn’t just participate in the crowded holiday consumer push—they redefined how luxury brands can connect with their audiences.
At a time when consumers are bombarded with sales messaging, Ring Concierge offered something truly different: a luxurious giveaway that required no purchase, only passion and participation. Through a multi-layered initiative, they crafted a standout experience that engaged customers and nurtured lasting loyalty.
Ring Concierge’s campaign was inspired by the overwhelming success of their 2023 in-person diamond scavenger hunt, hosted at the NYC Bleecker Street store to celebrate the brand’s 10th anniversary. Hundreds of followers eagerly scoured the city for hidden treasures, with the winner taking home the coveted Mini Diamond Tennis Necklace. Building on that momentum, Ring Concierge set out to reimagine the experience in a way that was bigger, bolder, and accessible to their nearly 1 million Instagram followers no matter where they were.
At the heart of the campaign was an unprecedented giveaway: 30 carats of loose diamonds—the brand’s largest prize to date—tied to their biggest sale of the year, Black Friday. The activation included a multi-phase digital scavenger hunt, where followers raced to find hidden diamonds on Ring Concierge’s website, guided by clues dropped via Instagram Stories. Strategically launched on the Monday before Thanksgiving, the initiative turned what was historically a softer sales day into one of the highest-performing days of the season, driving both revenue and record-breaking social engagement.
Beyond the digital treasure hunt, the campaign featured multiple interactive components, each designed to deepen engagement and reward brand loyalists with a chance to win a 3-carat diamond:
Incorporating learnings from the previous in-person hunt, as well as other considerations, the team optimized this campaign in the following ways:
The campaign delivered exceptional results, surpassing Ring Concierge’s standard social media benchmarks across all key metrics. Key results include:
The diamond hunt was a game changer during this crucial commercial period, delivering over half of the campaign's total revenue and transforming a historically low sales day into one of the season’s top performers. This multi-channel approach also significantly expanded Ring Concierge’s broadcast channel and SMS text subscribers, strengthening its ability to directly connect with engaged followers.
Beyond the numbers, the campaign reinforced Ring Concierge’s leadership in community-driven commerce, demonstrating how social media can be more than just a sales channel—it can be a space for authentic connection and fun even during a heavy promotional period. By merging entertainment with commerce, the brand transformed passive scrolling into interactive engagement—deepening customer connections, driving brand discovery and ultimately, boosting revenue.
