Technology

The Scoop on Tiffany’s #LoveNotLike Campaign

TechnologyAug 05, 2016

The Scoop on Tiffany’s #LoveNotLike Campaign

Tiffany & Co. is attempting to attract millennials with a new social media campaign.

20160805_Tiffany-Snapchat-HEADER.jpg
Fernanda Ly is one of three models featured in Tiffany & Co.’s #LoveNotLike campaign.

New York--Tiffany & Co. is jumping hard on the millennial bandwagon.

The brand, which has seen sales slip recently, announced a number of initiatives intended to turn around its performance. Among the jeweler’s varied strategy: wholesaling via e-tailer Net-a-Porter, a partnership with Grace Coddington, perfume, and a Reed Krakoff home collaboration.

But in 2016, perhaps none of that is as important as Tiffany’s recently unveiled social media campaign, called #LoveNotLike.

Tiffany & Co. VP of Digital Marketing, Diana Hong, explained in a statement, “We live in a social culture of ‘like’, but for Tiffany & Co., ‘like’ is not enough. #LoveNotLike communicates the belief that love, as an attitude, is something to uphold and celebrate.”

The campaign promotes the new Return to Tiffany Love collection, an update on the classic Return to Tiffany category.

#LoveNotLike features three of-the-moment models--Fernanda Ly, Imaan Hammam and Pyper America Smith--who, on a scale between cool and classic, definitely fall on the cool side.



Campaign images of the trio, who were shot by buzzy photographer Cass Bird, will appear in digital and print ads, on Tiffany.com and social media. Ly, Hammam and Smith started promoting #LoveNotLike on their own social media accounts on July 19.


Tiffany & Co.’s Snapchat filter, featuring #LoveNotLike campaign model Imaan Hammam
Most notably, Tiffany is the first luxury jewelry brand to take advantage of Snapchat’s filters, designing a lens that was available on the social media app for 24 hours in the United States and Australia on July 28 and Italy on July 29.

The filter featured a large heart, framing Snapchatters’ faces and Tiffany-blue hearts over their eyes, plus the collection and brand logos.

From July 28 to Aug. 31, 93 Tiffany stores in the United States will feature Snapchat geo-filters, or filters only accessible to Snapchat users when physically at the location of the designated Tiffany stores.

As of press time, Snapchat was not available for comment on the pricing of such extensive custom filters.

So, what can independent retailers learn from this?

It’s all about the packaging.

Take a classic best-seller and spin it for the 21st century via a marketing campaign that centers on a catchy hashtag and promote it across multiple platforms: a print or digital ad, Instagram, Twitter, Snapchat, perhaps even with the help of a paid influencer or two; and don’t be afraid to get creative.

After all, anyone can make a Snapchat geo-filter for their
specific retail location, and often at a decent price.

Time will tell if it works for Tiffany.
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

Dana J. Lorberg
MajorsNov 04, 2024
Jewelers Mutual Appoints Mastercard Exec to Its Board

Dana J. Lorberg brings 35 years of experience in finance, technology, and strategy to the role.

FBI robbery surveillance photo
CrimeNov 04, 2024
FBI Offering $15K Reward for Info on Halloween Mask-Wearing Robbers

The suspects are said to have been involved in the armed robberies of four jewelry stores across three Midwest states.

Models wearing Black Sand Pebble ring and Surf bracelet
CollectionsNov 04, 2024
John Hardy’s New Jewels Turn the Black Sands of Bali into Diamonds

The new designs blend Creative Director Reed Krakoff’s aesthetic with the brand’s Balinese roots.

Jewelers Mutual Group Cybersecurity
Brought to you by
Navigating Cybersecurity: Essential Guidance for Jewelers

From protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.

Jaeger-LeCoultre Reverso Tribute watch
IndependentsNov 04, 2024
Eiseman Jewels is Celebrating Watches All Month-Long

The Dallas-based jeweler will showcase timepieces from Cartier, IWC Schaffhausen, Jaeger-LeCoultre, Parmigiani Fleurier, and more.

Weekly QuizOct 31, 2024
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Artist Reena Ahluwalia “Pristine” painting
SourcingNov 01, 2024
Reena Ahluwalia Donates Diamond Painting to Benefit CJA

The artwork, titled “Pristine,” was raffled off at the Canadian Jewellers Association’s recent summit.

Gunderson’s Jewelers in Omaha, Nebraska
IndependentsNov 01, 2024
Gunderson’s Jewelers Opens New Location in Nebraska

The new store features a custom design studio and a bridal salon.

Article-Top-Image.jpg
Brought to you by
Enhance Your Expertise with IGI’s In-Person Courses in NYC

This fall, sharpen your skills in jewelry grading, quality control and diamond assessment.

Sydney Evan x Wicked “Spell Book” coin charm
CollectionsNov 01, 2024
Piece of the Week: Sydney Evan Gets ‘Wicked’

Designer Rosanne Karmes has created a collection to coincide with the release of the movie musical, which is expected to be a blockbuster.

Charles & Colvard moissanite ring
FinancialsOct 31, 2024
Charles & Colvard Faces Possible Nasdaq Delisting

The retailer said it will file the necessary paperwork to regain compliance as soon as it is able.

National Jeweler columnist Peter Smith
ColumnistsOct 31, 2024
Peter Smith: Nervous Flyers and Emotional Selling

Whether you’re calming the jittery gentleman in seat 13B or selling a diamond ring to a hesitant customer, an empathetic approach is best.

Annie E. Doresca, Grant Mobley, Alexis Padis, Terry Chandler
Events & AwardsOct 31, 2024
WJA Will Celebrate 4 Award Winners at ‘Future of Forty’ Gala

The gala includes a red carpet, music from DJ Renata, an awards program, and “mystery boxes.”

Instore show 2025
Events & AwardsOct 31, 2024
The Instore Show Returns To Chicago Area

The trade show, in its third year, will take place in late September at the Donald E. Stephens Convention Center in Rosemont, Illinois.

Constance Polamalu
Lab-GrownOct 31, 2024
Q&A: Constance Polamalu on Selling Natural and Lab-Grown Diamonds

The jeweler shared her change of heart on lab-grown diamonds and why she keeps them separate from natural diamonds in her business ventures.

Gem Awards New York City
Events & AwardsOct 30, 2024
These Designers, Journalists, and Retailers Are Up for a Gem Award

The 2025 Gem Awards are scheduled to take place March 14 at Cipriani 42nd Street in New York City.

Peggy Grosz
MajorsOct 30, 2024
Peggy Grosz Leaves Assael After Company Is Sold

Grosz had served as Assael’s senior vice president and creative director since 2017.

CD Peacock Love and Celebration Rings
CollectionsOct 30, 2024
CD Peacock Honors Its Hometown of Chicago in First Bridal Collection

“Love and Celebration” is the jeweler’s first in-house collection featuring engagement rings, wedding bands, and celebration rings.

Hands pushing a shopping cart
SurveysOct 30, 2024
Consumer Confidence Rebounds in October

A more positive view of the labor market contributed to the strongest monthly gain since March 2021.

Mejuri store
Events & AwardsOct 30, 2024
Mejuri to Award $50K in Scholarships to Jewelry Design Students

The funds will be distributed to schools in the U.S., Canada, and the U.K.

Jewelers’ Security Alliance President Jennifer Mulvihill
MajorsOct 29, 2024
Cybersecurity Expert Selected as President of Jewelers’ Security Alliance

Jennifer Mulvihill, the first woman to lead JSA in the organization’s 141-year history, takes over for the retiring John Kennedy.

20241030_NYCJW.jpg
Events & AwardsOct 29, 2024
The Can’t-Miss Events of 2024 New York City Jewelry Week

This year’s festivities include more than 100 experiences, such as designer showcases, panel discussions, and even a treasure hunt.

Edgar Mitchell’s Rolex GMT-Master Pepsi
AuctionsOct 29, 2024
Rolex Worn on Apollo 14 Mission Sells for More Than $2M

The GMT-Master “Pepsi” that belonged to astronaut Edgar Mitchell is one of two Apollo-flown Rolex watches ever sold at auction.

Pandora ambassadors Chloe Bailey, Halle Bailey, and Pamela Anderson
MajorsOct 29, 2024
Pandora’s Holiday Campaign, New Jewelry Celebrate Light and Love

The ads star brand ambassadors Chloe and Halle Bailey and Pamela Anderson.

Stock image of a diamond engagement ring
SourcingOct 29, 2024
De Beers’ Production Drops 25% as Demand Remains Sluggish

The company combined two sights in Q3 due to the slowdown in demand, and said it is moving up the dates for sights 9 and 10 in Q4.

Monica Rich Kosann
EditorsOct 28, 2024
Q&A: Monica Rich Kosann Looks Back on 20 Years

The jewelry designer discussed how she got into the jewelry industry, what she keeps in her favorite locket, and the future of her brand.

Jewelers for Children Rock the Costume Showdown graphic
MajorsOct 28, 2024
Jewelers for Children’s Halloween Costume Contest Rocks

Participants can buy five votes for $5 to decide which jeweler will dress up as an ‘80s rockstar for Halloween.

Katy Briscoe carved indicolite Persian cat ring
TrendsOct 28, 2024
Amanda’s Spooky Style File

These 15 pieces of jewelry hand-picked ahead of Halloween appeal to the costume- and candy-loving child in all of us.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy