Retailers’ use of social networks can veer towards the uncreative, but every so often a brand will stand out from the crowd.
Luxury jewellery retailer Tiffany is one of those brands.
It has updated its long-running ‘What Makes Love True’ campaign by introducing a social element by teaming up with photo sharing application Instagram and fashion blog The Sartorialist.
An iPhone application lets users take vintage-looking pictures and share them on Twitter and Facebook. Its retro-style appeals to the social network generation and the app’s popularity has rocketed.
As with all things social an element of engagement can help, and Tiffany’s campaign seeks to directly involve consumers by asking them to send in pictures of themselves taken with Instagram. Pictures were uploaded last week to Whatmakeslovetrue.com, and a gallery was created, called True Love in Pictures. Users could then share or ‘like’ the pictures.
No doubt some cynics will find the content – essentially a mass public display of affection – a bit schmaltzy, but the idea suits the brand.
And the use of Instagram is interesting and sets its marketing apart from the pack in the run-up to Valentine’s Day.
It’s also a good example of how a luxury brand’s image can be bolstered by its customers and clever use of easily available digital tools. Although some retailers are reticent to relinquish control over who appears in their marketing material, this shows how effectively it can work if managed well.
No comments yet