Diagnose
Codes & Moments
A well-known and popular jewellery retailer based in India that is exploring strategies for a planned expansion into the US.
What are the major moments of romantic gifting taking place within the US? What items are being gifted in these moments and where does fine jewellery fit? How can ad strategies appeal to each moment?
We studied approximately 20,000 social media posts across TikTok, Instagram, and the wider web. We then curated and extracted 670 unique keywords, representing a search volume of approximately 39 million unique searches over the past two years. This allowed us to identify nine moment categories, which were analyzed in greater depth using qualitative and quantitative methods. Points of emotional resonance were highlighted throughout the analysis, and we were ultimately able to offer valuable insights into consumers’ core needs and motivations. Demographic diversity and niche moments were revealed. For example, the Tradition’s Embrace moment demonstrated smaller size but high growth, thus representing an opportunity for the client to develop ads that resonate with desires to gift romantically during occasions that traditionally emphasize one’s culture and family.
Dating app Bumble is known for centering female autonomy and gender fluidity. Designed for women to make the first move, Bumble’s algorithm centers female choice. Our emotion detection found 63% of their ad signalled happiness, while a majority of images (38%) were classified as connoting female autonomy.
Well-known, upscale brand:
Birthdays and annual anniversaries are both romantically charged occasions for a couple, and gifters often emphasize this sentiment through upscale purchasing. Brand resonance is important here, and well-known luxury brands that specialize in jewellery and accessories (e.g., Louis Vuitton, Chanel, Tiffany & Co., David Yurman, Rolex, Bulova) are commonly gifted.
Craftsmanship and quality:
It is important that these gifts also emphasize quality. The gifter wishes to highlight the strength of the love bond, therefore, these gifts should also symbolize endurance and specialness. The brand, materials, or craftsmanship can convey the impression of quality. Precious metals and fine gemstones are well-received.
“If you have only daughters in the house, people will talk about it saying “these people don’t have a son, who will carry on the family name?”. Relatives and neighbors talk about it in a very negative way. They will not allow the parents to live in peace.”
Tweet from Nepal
“Actually daughters are fine as well, but a sense of security a safety can only be provided by a son, no?”
Tweet from China
This community minded segment enjoys a sense of belonging. As such, they care about how they are perceived by others, and try their hardest to fit in and uphold duties. They are most likely to follow trends and respect influential figures.
Driven by a sense of purpose and responsibility, Idealists want to do good in the world. They put in the work to drive positive change and impact. However, there’s also an undertone of realism, as they know that action is limited.
Characterised by their expressiveness and independence, Explorers pride themselves on having a different approach or mindset to life. This includes spirituality enthusiasts, solo travelers, and freelancers, among others. They seek to live life on their own terms.
This segment comprises of highly ambitious goal-getters. Their goals are not always conventional ones (i.e. graduating at the top of their class), but rather tend to be about finding their passion and excelling at it. They look for opportunities at every corner and strive to leave a lasting impression.
Driven by a need to prove themselves to the world, signallers are hard-working and practical individuals. To them, success is about financial stability and external validation. As such, traditional status symbols are important to them.
This passive segment are merely observers of the world: they don’t take things too seriously, they aren’t concerned with other people’s opinions on them, nor do they hold any strong opinions themselves. They are “here for a good time” and enjoy a nihilistic sense of humor.
Protective of traditions; Afraid of shame; Influenced by social norms.
🙅 Deniers
Amazon is launching a Gen Z offering that takes users back in time to explore and experience iconic moments or events of the Y2K era
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Airbnb is launching a Gen Z offering that celebrates the power of monetization
Highlighting inspiring stories of people
who have used Airbnb properties to achieve success
Could feature content creators, Roblox developers, and other individuals who have leveraged their side hustles while staying in an Airbnb property
Visuals should be evocative and captivating, portraying the potential of living life to its fullest while utilizing Airbnb's flexible and affordable options
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