Background

As Chinese consumers become increasingly conscious of authenticity and sustainability, Tracr — the world’s leading natural diamond traceability platform powered by blockchain — partnered with UMS to build awareness and trust through a data-led, creative digital strategy in China.

Working closely with UMS, Tracr launched a two-phase digital campaign combining consumer insight and lifestyle storytelling to raise awareness of natural diamond provenance and connect with a new generation of conscious luxury consumers.

Phase 1 – Discovering Insights

The WeChat mini survey invited users to share their views on diamond knowledge, grading, and traceability.

The campaign reached hundreds of thousands of users and gathered thousands of valid responses — delivering strong participation and engagement.

UMS designed the campaign framework, crafted survey content, and managed WeChat media execution, ensuring a smooth user journey and effective data collection that laid the groundwork for later storytelling.

Key finding:

Over 90% of participants said they would feel more confident purchasing a diamond if its full journey could be viewed through a platform like Tracr. This confirmed that transparency and technology are powerful trust drivers in China’s luxury market.

Following the survey, UMS supported a round of media amplification to share key insights through PR content and WeChat communication, extending campaign visibility and reinforcing the brand’s position as an innovator in traceability education.

Phase 2 – Turning Insight into Influence

Building on these findings, UMS led a lifestyle-driven digital storytelling campaign that transformed Tracr’s message into an engaging, relatable narrative — making the concept of traceability both tangible and inspiring for Chinese audiences.

Through short-form video and social media content, the campaign connected luxury, responsibility, and technology in a way that resonated emotionally with consumers.

The campaign achieved strong visibility and engagement across platforms, performing above industry averages and reinforcing Tracr’s positioning as a trusted, transparent leader.

Impact & Learnings

Together, the two campaigns formed a seamless journey — from data to storytelling:

• Education to emotion: transforming consumer insights into lifestyle-led inspiration.
• Authenticity builds trust: relatable voices make technical ideas human and memorable.
• Sustained potential: high engagement signals growing appetite for responsible luxury content.

This integrated approach further strengthened Tracr’s brand awareness in China and reinforced its leadership in transparent, technology-driven storytelling.

Through this project, UMS showcased how data insight, social content, and digital storytelling can be integrated to engage and educate consumers in China’s luxury market.

For more information on how UMS can support your brand’s marketing and consumer engagement in China, please contact our team at sales@umssocial.com.