The De Beers Wedding of the Year

One of the biggest celebrity weddings in China took place March 2016 in Bali between superstar actress Liu Shishi and actor Nicky Wu. De Beers, a name long synonymous with joyous celebrations, was the jeweller of choice for the bride and groom, each donning custom-designed diamond rings and wedding jewellery.

De Beers, given an incredible opportunity to extend their brand awareness, particularly to a Chinese audience, looked to Digital Luxury Group to spread the word online.

Making use of global social media platforms, Digital Luxury Group took the lead in:
– Devising a strategy and content plan for Weibo, WeChat, Facebook, and Instagram
– Creating social media specific content, both editorial and visual, that strongly linked De Beers to the celebrity wedding
– Amplifying key communication messages through smart advertising promotions to target specific audiences in Mainland China and abroad, particularly via Weibo Fenistong
– Driving online audiences to official brand touchpoints, including points of sale, ready with relevant information about De Beers, its products, and rings and jewels featured at the wedding.


Overall the De Beers Bridal Campaign generated widespread exposure resulting in a significant community growth on both Weibo and WeChat channels. Facebook and Instagram Advertising targeted a highly qualitative jewellery audience relevant for the De Beers brand.

DLG. Services used:


Online PR & Influencers
Maximize your visibility and awareness by amplifying your message via key opinion leaders online.

Social Media
Build the relationship with your audience online via a clear communication strategy, relevant content and timely community management.