Tiffany & Co pushes into China with a new digital approach

Isaac Mostovicz writes that diamond retailer Tiffany & Co has discovered the benefits of digital to reach their varied customer base....

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Every week it seems a different luxe brand is making a push into China. This week it’s diamond retailer Tiffany & Co, with a new digital through-the-line campaign for its Tiffany Keys collection.

Media by Brand Republic has more:

This week, Tiffany unveiled its ’Journey behind the door’ online campaign, developed by Proximity Live and BBDO, in conjunction with a photography exhibition featuring mainland celebrities. The digital site, at TiffanyKeysPhotos.com, features a sample of the photographers’ works and includes community features, encouraging audiences to share their interpretations of the theme ‘Journey behind the door’ via BBS posts and photographs.

The new digital campaign is a different approach for luxe, which has previously avoided digital because of a perceived loss of exclusivity. But now that those same Lambda personalities who avoided the web are now practically digital natives. As a result, the luxe brands have less motivation to avoid it, too.

bhavin says of this article...

hi this is bhavin here i just want to know what will be the new upcoming in the diamond industry…consumers buying costly diamonds or cheaper diamonds……in future so wat will be the future……

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