In our recently released Digital IQ Index: Specialty Retail report, Watches & Jewelry retailers registered an impressive improvement from an average score of 75 and Challenged in 2010 to 95 and Average in 2012. Despite this ascent, only one brand in the vertical earned a score high enough to place it among the digitally “Gifted”–Tiffany & Co. The high-end jeweler not only came in first this year among the six brands in its category (the rest, in order: Swatch, Cartier, Zales, Swarovski and Tourneau), it also retained the title of highest-ranked for the third straight year. In a sea of digitally savvy, forward-thinking department stores, e-tailers and apparel retailers, year after year Tiffany stands out for both its new efforts and its creative continuations — and cross-platform integrations — of established campaigns.
The best example of Tiffany’s outstanding work is “What Makes Love True.” Launched in June 2011, this multi-media campaign initially consisted of a microsite and iPhone app, both of which featured love-themed user-curated testimonials, photos, music, and videos. This past January, the brand built on the success of “What Makes Love True” by expanding to Instagram with “True Love in Pictures.” First, Tiffany tapped street-style blogger/photographers Scott Schuman (The Sartorialist) and Garance Doré (Garance Doré) to populate the account with photographs of couples in New York and Paris. Eventually, Tiffany encouraged fans to submit their own photos, tagging them with the hashtag #TrueLovePictures. Within months, there were thousands of shared photos–the top 10 garnering just shy of 150,000 likes. Today, the site still averages more than 150 Tiffany-vetted uploads each week.
Recently, Tiffany enhanced “What Makes Love True” again with “Send a Love Note,” a feature which, as it sounds, allows people to send photos from the #TrueLovePictures gallery as e-mail cards. To make the process even more fan-friendly, you can search the site for images tagged with specific themes and locations. As an added incentive, each week, Tiffany prompts visitors to send their note with a new fill-in-the-blank–such as, “Their love inspires me to _______.” These details and the integration of the microsite with Instagram and other social media networks has worked well for the brand. To date, Tiffany consistently enjoys high engagement among its nearly 2.5 million fans.
(Images via Tiffany.com)
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