How Social Media Marketing Impacts Darry Ring (DR)

Shanghai Weiyu Highschool, Shanghai, 200126, China

^* Corresponding author’s mail: agraytfk84981@student.napavalley.edu

Abstract

This essay analyzes to what extent does social media marketings the profit model, competitive advantage, target audience, product, and social media strategy of Darry Ring (DR), a Chinese jewelry brand that specializes in engagement and wedding rings. DR claims to be the world’s first brand that requires ID verification before purchasing a ring, and limits each customer to buy only one ring in their lifetime. DR’s slogan is “One True Love in a Lifetime”, and its mission statement is to promote the value of true love and commitment in the modern society. The essay shows that social media marketing helps DR to enhance its brand image, increase its brand awareness, and retain its customers. Social media marketing also helps DR to differentiate itself from other jewelry brands, and to create a loyal community of true love advocates. The essay concludes that social media marketing has a significant impact on DR’s business performance and success.