Diamond Candles, a small candle retailer, launched in 2011 and offers scented, soy-based candles with a twist: each one has a ring at the bottom. The rings, worth from $10 to $5,000, and the chance to claim a moderate prize, helped the company grow. The company relies on social media and word of mouth for their marketing. Central to their social media strategy are “ring reveal” photos. These images, captured by customers after their rings surface, are the content that drives much of the company’s social media strategy. This innovative strategy has helped the company reach a loyal following of 293,000 fans on Facebook.
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