Drop the Hint

→ American Swiss

In 2018, men were being followed all over the internet by loads of pink adverts for diamonds. This wasn't a mistake. They'd been set up by their girlfriends and American Swiss Jewellers.

Drop the Hint was a cheeky digital campaign designed to help women steer their partners toward the engagement ring of their dreams — without ever having to say a word.

We used Facebook relationship data to find women who were likely ready to take the next step — then helped them “set up” their partners with a perfectly targeted plan. They picked the ring. We sent their boyfriends a video — laced with a tracking pixel. Once it was opened, the Internet turned pink.

Suddenly, their feeds were full of bold, not-so-subtle hints — all pointing toward one microsite, where we came clean and offered 50% off the diamond to seal the deal.

The result? A campaign that used technology not to stalk… but to spark something real.