Luxury brand Tiffany may not seem like the first luxury brand you’d think of to pioneer digital marketing on Snapchat, which is why the jeweler has spent a reported $700,000 to launch branded geofilters and become the first luxury brand to do just that.
The iconic jewellery brand has launched branded geofilters, which will be live at all 93 of its stores across the US, also investing in video ads as it builds out its Snapchat presence under the handle @Tiffanyofficial.
The goal is to attract Gen Y (millennials born between 1977 and 1995) and Gen Z Snapchat users born in 1996 and after, who may not be Tiffany shoppers today but may aspire to be brand loyalists tomorrow. Helping promote the Snapchat launch is one of the world’s most famous teens, Kylie Jenner, who roped in big sister Kim Kardashian for her first sponsored Snap (at top) as a Tiffany brand ambassador. Kardashian’s involvement was described as “organic” and unplanned.
— Tiffany & Co. (@TiffanyAndCo) July 27, 2016
In addition to using young models (aged 20 or less) who are shown with Tiffany blue hearts in their eyes and stars in their mouths, the Tiffany Love campaign flips the social meaning of ‘like’ on its head with the tagline #LoveNotLike.
— Tiffany & Co. (@TiffanyAndCo) July 28, 2016
“It’s a digital-led campaign, but you’ll see most of it on Snapchat,” Tiffany VP and creative director of global digital marketing Diana Hong-Elsey told Glossy. “That just proves to you how we’re focusing in the social space. It’s a really exciting platform for us. It adds another layer to our polished and thought-through editorial on our social channels.”