Brilliant Earth Reaches Millions through Viral Video

The Goal

In the competitive engagement ring market, our client Brilliant Earth needed an effective marketing campaign to help it stand out against larger diamond retailers. Our creative team identified a popular YouTuber, the host of the “Hydraulic Press Channel”, to pitch for using Brilliant Earth’s diamond.

Our team provided a Brilliant Earth diamond to use for the video “Crushing a Diamond”, in which the host used his hydraulic press to crush the diamond. The video was an instant hit, becoming the #1 trending video on YouTube for two days and reaching more than 11 million views. It was also picked up nationally by outlets including the Washington Post, Mashable, and CNET.

The Strategy

Objective

Our goal was to attract high-quality backlinks from high domain authority across the U.S. Acquiring these backlinks would increase Brilliant Earth’s SEO rankings, allowing Brilliant Earth to outcompete much larger competitors like Jared, Zales, and Tiffany & Co.

Execution

Our team tracked down the contact information for the host of the Hydraulic Press Channel. We proposed a custom pitch, providing him with a Brilliant Earth diamond. The channel host loved the idea, and agreed to our proposal. The diamond quality was discussed in the video, and the Brilliant Earth ring box was mentioned several times in the video. A link to Brilliant Earth was included in the video description on the YouTube channel.

The Results

Coverage Outlets

It was the #1 trending video on YouTube for two days and #1 post on Reddit. It earned hundreds of press mentions and high-quality links to Brilliant Earth’s website.

Resulting SEO Awards

• Landys – Best SEO in Retail
• US Search Awards – Best SEO Campaign
• The Drum – Best Use of Video