Tiffany & Co: An industry pioneer in Valentine’s Day

Lightbox Image
×

It’s no secret that when February rolls around, the isles of your local supermarket turn the deepest shade of red, chocolate becomes all the more enticing, the price of flowers skyrocket, and stuffed animals, cards, mugs, and candy line every corner. These not-so-subtle indications remind us that Valentine’s Day is indeed upon us. As digital marketers, we’re constantly exploring how brands are effectively advertising to their customers, and there’s one particular industry that is apt, dare we say it, eager for this season to arrive. That’s right, the jewelry industry. Let’s be honest, there’s really no better example of fresh campaign ideas for the season of love than those produced by industry leader Tiffany & Co. For the past few years, Tiffany’s has led with fantastic strategies, consistently reinventing their approach to Valentine’s Day by developing new ways to attract their audience with creative, off the wall approaches. Here’s a quick look at some initiatives this jewelry giant has developed, all the way to their most current 2016 campaign. We’re hoping this will help inspire your next awesome Valentine’s Day multi-channel marketing strategies.

2012/2013: “Drop a Hint,” what makes love true campaign(s)

Ya know, sometimes people just don’t get the hint, and Valentine’s Day is just about the worst time to be oblivious. Picking up on this trend, Tiffany’s went ahead and made it a little easier for significant others to express gift expectations. The “Drop a Hint” campaign was a brilliant, interactive multi-channel marketing approach to solving a seemingly ageless problem. Visitors to Tiffany & Co.’s site were invited to drop a hint by pressing a heart shaped button on the screen. This would send a customizable email to their partner, which read the following:

Tiffany

This approach was a great way to connect customers to the company in a very direct manner. Staying cheeky and fresh as always, Tiffany & Co. succeeded in delivering clients with an avenue and reason to purchase their exclusive products.

Since Biblical times/Ancient times (if that’s your thing), stars have been associated with the alignment of two souls: “star-crossed lovers,” it was “written in the stars,” the references go on and on. There’s even a little book, not sure if you’ve heard about it, The Fault in Our Stars. So, yeah. Stars and love have become synonymous. This connection was something Tiffany’s picked up and ran with for its 2013 Valentine’s Day campaign. This celestial concept (carried over from 2012) allowed customers to envision their perfect piece of jewelry as a testament to the love shared between them and their significant other. As an added touch, Tiffany’s offered consumers the opportunity to submit information about themselves to create a custom postcard exemplifying their love. Twinkly stars included, of course.

Tiffany-Drop-a-Hint

Screen Shot 2016-02-10 at 10.22.50 AM

Tiffany-Drop-a-Hint-1 2

2014: #TiffanyValentine

Creativity, charm, and a touch of magic melded together to realize Tiffany’s 2014 Valentine’s campaign. The many images created for this multi-channel marketing campaign included cartoon renditions of lovers in romantic scenes with jewelry pieces superimposed as a balcony, balloons, a hot air balloon – these were among some of the delightful scenes the ads included. These images were posted to Tiffany’s Instagram to excite followers to anticipate the upcoming holiday and inspire purchasing behavior among them. Ahhh, l’amour.

Screen Shot 2016-02-10 at 10.33.28 AM

Screen Shot 2016-02-10 at 10.34.50 AM

Screen Shot 2016-02-10 at 10.35.34 AM

2015: The Concierge of Love

In 2015, Tiffany’s launched a series of viral videos accompanied by social ads hosting facts from their Concierge’s “Love Kit.” This stood out as one of last year’s most creative multi-channel marketing approaches to Valentine’s Day. The videos themselves recreate a variation of scenarios struggling gift givers find themselves in during this time of year. In this way, the videos present Tiffany products as the solution to a serious problem, like, not knowing how to say “I love you.” The complementary ads serve as a clever source of credibility for the famed Concierge as documented below. Additionally, the hashtag #conciergeoflove helped the campaign spread through social media like wildfire. Here are the ads and their related videos:

Screen Shot 2016-02-10 at 10.40.11 AM

Screen Shot 2016-02-10 at 10.40.00 AM

2016: Love is…

In 2016, Tiffany & Co. nodded the amazing variety of definitions that ‘love’ can embody. And personally, this campaign is our favorite. Their “Love Is” multi-channel marketing campaign invites people to finish this line of thought. Love is: fun, unconditional, blind, letting your child have the final say, magical, intoxicating, the list goes on and on. This campaign comes right in time to celebrate the recently passed equality legislation, which allows everyone to express love however they choose and more importantly, with whomever they please. The campaign is probably the most inclusive to date because of its open-ended nature and inviting essence. Followers of Tiffany & Co. on social media were encouraged to use the hashtag #loveistiffany to post their position on what they believe love is. The bold colors and graphics of this particular campaign reveal a new, edgier Tiffany’s than ever seen before. And frankly, it’s quite impressive. Take a look for yourself.

 

2017: Introducing Lady Gaga for Tiffany HardWear

We can NOT STAY CALM!!! Right before Valentine’s Day, February 5, 2017 to be exact, Tiffany & Co. announced a collection with Lady Gaga and the crowd went wild. The Tiffany HardWear collection is absolutely stunning- just watch this video if you don’t believe us. Once again, Tiffany & Co. takes the cake for Valentine’s Day campaigns and in our opinion, this is the best one yet.

Well, there you have it. Six years worth of Valentine’s Day multi-media campaigns that continue to evolve with strong strategy, messaging, and supporting creative – ultimately producing continued engaging user-base. Advertising initiatives like these are perfect examples of the marketing power one single occasion can have. Now that’s something to love, don’t you think?

For additional information on multi-channel marketing strategies, click here.

Back to Thinking