Samuelson’s Diamonds, a Baltimore, Md.-based retail jeweler, was chosen as a finalist in the contest for its use of a viral marketing campaign.

The brand created a Facebook fan page simply called “Diamonds,” so that anyone searching for that term could become a fan, thus expanding the retailer’s exposure to a global audience.

The page currently counts more than 260,000 fans worldwide, with diamond enthusiasts in Asia, Europe, Africa, Australia and everywhere in between connecting with the retailer.

Samuelson’s adds frequent posts, updating its friends on giveaways and photos of new diamond designs that link fans over to Samuelson’s own Web site, SamuelsonsDiamonds.com.

Samuelson’s Diamonds continues its role as innovator in the field of online advertising.

The original article is available here: ‘Delamina’s online ad tops ‘Best Of’ list | National Jeweler‘