The @TiffanyAndCo Instagram brings to life Tiffany's dynamic, modern world through a mix of legendary jewelry stories and creative conversations about style, art and pop culture. We strive to generate and inspire meaningful conversations through layered storytelling, from luxurious to spontaneous, that continues to highlight the richness of our brand. We bring our fans into our world, and in turn, they share their loves, their lives and their dreams.
CRYSTALIZING OUR VISION
In today's Instagram-first world, consumers expect more from luxury brands than just picture-perfect images; they expect a narrative with artful stories, meaningful conversations and strong points of view. Our strategy in 2018 was to evolve our Instagram into a more idea-driven and less reactive platform, providing a deeper, more delightful window into the brand. Led by our new chief artistic officer, Reed Krakoff, we were able to achieve this vision, creating an Instagram grid that felt more cohesive both from a storytelling perspective and from its look and feel. Our fall campaign, for example, blended a unique mix of campaign assets for the grid and behind-the-scenes moments with our talent for Instagram Stories, providing a more layered experience for our followers than ever before.
TAPPING INTO BLUE
Striking the right balance of evolving our brand while retaining our roots has been a critical challenge for ushering in this new era for Tiffany; so this year we leaned harder on one of our key brand elements: Tiffany Blue®. Few brands are afforded the luxury of having such an impactful color associated with their brand. By tastefully adding Tiffany Blue® throughout our social posts, we've been able to see outsized performance on many of our social posts as well as lifts in brand awareness.
CRAFTING SOCIAL-FIRST CONTENT
Instagram acts as our lead storytelling platform for social—it's the place for our followers to delve into our brand and immerse themselves in our world. This year we created several made-for-social content series as a complement to our hero campaigns and, often, as a nod back to our community. Our #TiffanyLoveNotes series (shown below) leveraged codes from online courting behavior, reinterpreting today's definition of a love letter through witty, whimsical animations of text messages, screenshots and handwritten notes. Our #ISpyTiffany series featured stunning images of Tiffany jewelry juxtaposed in creative ways against various New York City scenes. And for Holiday 2017, we celebrated the season through playful games, polls, and activities on Instagram Stories while providing a helpful entrypoint to our gift guides on Tiffany.com.
Through this emphasis on our brand pillars and social-first ideas, we've been able to achieve some amazing results—not only for Tiffany's social channels but for our brand at large. Our Instagram posts continue to dominate the watch & jewelry industry, generating 11 times more interactions than the average watch & jewelry brand (source: L2). More importantly, our social-first #TiffanyLoveNotes series outperformed all our platform benchmarks (Instagram: +127%, Facebook: +115%, Twitter: +63%), even exceeding many of our paid campaigns. In fact, the iPhone "Will You" animation from this series still ranks as our most viewed organic Instagram video to date with over 1M views, driven by its inclusion of many of our high-performing factors: the Tiffany Blue Box®, a mobile-specific idea and witty copy.
Our Instagram-specific content has also led to increases in community engagement. We saw organic mentions of Tiffany on Instagram rise 24% in 2017, correlating with our increase in made-for-social content. Our work has also been noticed by industry publications including WGSN, L2, and Luxury Daily.
We look forward to continuing to delight our audience and hope everyone can experience the magic of the Blue Box.
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