Brilliant Earth Reaches Millions through Viral Video
One video. Millions reached.
A timely, YouTube-driven campaign earned national press and high-quality backlinks by showcasing data on celebrity engagement rings.
Brilliant Earth crafts beautiful fine jewelry—engagement rings, gemstones, wedding bands—using ethically sourced diamonds, recycled metals, and conflict-free materials. Their sustainable mission resonates through transparency and social impact.
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 goal
Outshining bigger brands with bold creative
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 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.
Services
strategy
Creative pitching turned into viral placement
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.
results
Viral reach turned
From YouTube to national headlines into real impact
12M
Views on the campaign video.
Creative influencer content captured massive attention and engagement on YouTube.
70K
Social shares across major platforms.
The video sparked widespread conversation and organic reach.
100+
Backlinks earned from top publications.
National media coverage amplified visibility and brand authority.
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. These included The Washington Post, Mashable, Cnet, Popular Mechanics, and Huffpost to name a few.
Resulting SEO Awards
- Landys – Best SEO in Retail
- US Search Awards – Best SEO Campaign
- The Drum – Best Use of Video
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