Nyla Cortes

Tiffany & Co

Who is Tiffany & Co.?

Tiffany & Co. is a New York-based luxury jewelry and specialized company founded in 1837. While back then their main focus was jewelry, today, this luxurious company still sells its fine jewelry including rings, necklaces, bracelets, charms and more but it also sells watches, home and accessories, and fragrances (Tiffany & Co, 2022). The iconic Tiffany blue is known globally and is now an established luxury brand that is not easily obtainable. There are currently more than 300 retail stores world-wide. As stated on their website, Tiffany & Co. conducts their business responsibly. They strive to emphasize the importance of diversity and inclusion all while sustaining a safe environment. Tiffany & Co. currently has 13.5 million followers on Instagram, 1.7 million followers on Twitter, 10.1 million followers on Facebook, 654K followers on LinkedIn, 122k subscribers on YouTube, and lastly after just creating a TikTok account this past June they have a little under 20k followers. Let’s dive into how Tiffany & Co. uses their social media channels and their strategy.

Video/Photo Usage and Purpose

Tiffany & Co. uses their high-quality images and videos to tell a story. After all, their bio on Instagram says, “Expertly crafting jewelry for the world’s greatest love stories since 1837.” Every content piece is planned with collaborations and brand advocates to deliver that story. Tiffany & Co. launches multiple campaigns for various products and collections, and each campaign has a distinct style, aesthetic, or concept that corresponds to the jewelry.

Tiffany & Co. just launched their “About Love” campaign, which features Beyonce and Jay-Z. A strong duo well-known across the world. Tiffany & Co.’s interpretation of a modern love story that they believed no one else could represent better. The Carter’s values are consistent with Tiffany & Co.’s values, as both the Carter’s and Tiffany & Co. contributed $2 million from this campaign to fund scholarship and internship opportunities for Historically Black Colleges and Universities (HBCUs) (Tiffany & Co, 2021). Collaboration with them just made sense. This campaign included a cinematic film that can be seen on YouTube and aesthetically conveys Jay-Z and Beyonce’s affection for one another. This video captures their connection and illustrates what love looks like via art and music. The goal is to raise brand awareness by demonstrating to consumers and competitors what they are doing that has an impact.

Brand Reflection

The brand’s principles are reflected in videos and pictures since they visually convey the message. Tiffany & Co. must visually demonstrate its high-quality products through high-quality images and videos. Keeping this in mind, each shot should highlight and capture the beauty of all of their jewels (Barnett, 2022). If their marketing indicates that each piece is skillfully crafted, they must demonstrate this with photos and videos.

Customer Response

Customers respond to videos and photographs in a variety of ways. One being the content which allows Tiffany & Co.’s to connect to their consumers. As previously said, Tiffany blue is an iconic hue, so whether people see it in a post or in real life, they immediately recognize it. It is understood that the message that they want to portray cannot be read, it must be seen. Customers who have been loyal to Tiffany & Co. for a long time will continue to support the brand. Some people may have an old Tiffany item that has been passed down through generations, which is why they adore the firm.

Tiffany & Co.’s “About Love” campaign with Beyonce and Jay-Z allowed people to experience what love is aesthetically while simultaneously marketing their jewelry. Beyonce and Jay- Z’s millions of followers will support what they believe in, resulting in more likes and shares for the company. People respond to genuine, authentic stuff. Forced content does not work.

Campaign Success

Likes, views, comments, and shares may help brands determine the effectiveness of a campaign. If a campaign is widely liked, it notifies the business that it was successful, and the comments allow individuals to explain why they liked it. Perhaps it was the post’s collaborator, or maybe the photo was compelling; either way, there are several reasons why the post was successful. With Instagram and Facebook now enabling business accounts, businesses may gain additional information and data to determine whether their ads were a success.

References:

Barnett, D. (n.d.). What Brands Can Learn From Tiffany & Co. On Social Media. Fashionmonitor.com. Retrieved July 22, 2022, from https://www.fashionmonitor.com/blog/Thd/what-brands-can-learn-from-tiffany-co-on-social-media

Tiffany Careers. Tiffany & Co. (n.d.). Retrieved July 22, 2022, from https://eljs.fa.us2.oraclecloud.com/hcmUI/CandidateExperience/en/sites/CX/

Tiffany & Co. Introduces the “ABOUT LOVE” Campaign Starring Beyoncé and JAY-Z. Tiffany & Co. (2021, August 23). Retrieved July 22, 2022, from https://press.tiffany.com/tiffany-co-introduces-the-about-love-campaign-starring-beyonce-and-jay-z/