For the second consecutive year, Tiffany & Co. has earned the top spot in L2 Digital IQ Index: Watches & Jewelry. Beating out 46 other brands across more than 675 data points in four main areas — site, digital marketing, social media, and mobile — Tiffany is also the only brand to be ranked a digital ‘Genius’ in this year’s study. Below, we highlight how Tiffany’s sophisticated social integration, best-in-class mobile offerings, and strong community helped it maintain its digital reign.
In January 2012, Tiffany took its already hugely successful campaign “What Makes Love True,” and extended it well beyond the life of a typical campaign by adding a sophisticated Instagram component. The spinoff, “True Love in Pictures,” helped Tiffany skyrocket to more than 192,000 followers (at the time of this post) on its Instagram channel, propelling it well ahead of any other brand in the category. The Instagram integration also opened the doors for user generated content, allowing Tiffany fans to share photos of their own love stories and even turn their personal image into a digital postcard. This extensive content-based campaign lives both on a microsite as well as an exclusive mobile app.
On the topic of mobile, Tiffany’s Engagement Ring Finder, released in 2010, is still considered the industry hallmark of bridal apps. Following the success of Tiffany’s app, other brands such as Cartier, De Beers, and Van Cleef & Arpels have all debuted similar tools. However, user-friendly features in Tiffany’s app such as being able to view the ring on a hand and determining ring size, as well as strong social sharing capabilities keep Tiffany a step ahead of the pack.
In the social numbers game, Tiffany boasts the largest Twitter follower count (almost 240,000 at the time of this post) of any Watches & Jewelry brand. At the time of data collection — August 2012 — Tiffany ranked second in Facebook fan count (with 2.4 million fans) but has since exceeded Swarovski to take the number one rank, and as of the date of this post has over 3 million fans. Tiffany’s rapidly growing fan base further highlights its exceptional position in the industry.
For more information on the Digital IQ Index: Watches & Jewelry, download an excerpt of the report here.
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