By Ashley Davis
Fernanda Ly is one of three models featured in Tiffany & Co.’s #LoveNotLike campaign.
Fernanda Ly is one of three models featured in Tiffany & Co.’s #LoveNotLike campaign.

New York--Tiffany & Co. is jumping hard on the millennial bandwagon.

The brand, which has seen sales slip recently, announced a number of initiatives intended to turn around its performance. Among the jeweler’s varied strategy: wholesaling via e-tailer Net-a-Porter, a partnership with Grace Coddington, perfume, and a Reed Krakoff home collaboration.

But in 2016, perhaps none of that is as important as Tiffany’s recently unveiled social media campaign, called #LoveNotLike.

Tiffany & Co. VP of Digital Marketing, Diana Hong, explained in a statement, “We live in a social culture of ‘like’, but for Tiffany & Co., ‘like’ is not enough. #LoveNotLike communicates the belief that love, as an attitude, is something to uphold and celebrate.”

The campaign promotes the new Return to Tiffany Love collection, an update on the classic Return to Tiffany category.

#LoveNotLike features three of-the-moment models--Fernanda Ly, Imaan Hammam and Pyper America Smith--who, on a scale between cool and classic, definitely fall on the cool side.

Campaign images of the trio, who were shot by buzzy photographer Cass Bird, will appear in digital and print ads, on and social media. Ly, Hammam and Smith started promoting #LoveNotLike on their own social media accounts on July 19.

20160805 Tiffany-Snapchat-INSERTTiffany & Co.’s Snapchat filter, featuring #LoveNotLike campaign model Imaan Hammam
Most notably, Tiffany is the first luxury jewelry brand to take advantage of Snapchat’s filters, designing a lens that was available on the social media app for 24 hours in the United States and Australia on July 28 and Italy on July 29.

The filter featured a large heart, framing Snapchatters’ faces and Tiffany-blue hearts over their eyes, plus the collection and brand logos.

From July 28 to Aug. 31, 93 Tiffany stores in the United States will feature Snapchat geo-filters, or filters only accessible to Snapchat users when physically at the location of the designated Tiffany stores.

As of press time, Snapchat was not available for comment on the pricing of such extensive custom filters.

So, what can independent retailers learn from this?

It’s all about the packaging.

Take a classic best-seller and spin it for the 21st century via a marketing campaign that centers on a catchy hashtag and promote it across multiple platforms: a print or digital ad, Instagram, Twitter, Snapchat, perhaps even with the help of a paid influencer or two; and don’t be afraid to get creative.

After all, anyone can make a Snapchat geo-filter for their specific retail location, and often at a decent price.

Time will tell if it works for Tiffany.

Get the Daily News >
National Jeweler

Fine Jewelry Industry News

Since 1906, National Jeweler has been the must-read news source for smart jewelry professionals--jewelry retailers, designers, buyers, manufacturers, and suppliers. From market analysis to emerging jewelry trends, we cover the important industry topics vital to the everyday success of jewelry professionals worldwide. National Jeweler delivers the most urgent jewelry news necessary for running your day-to-day jewelry business here, and via our daily e-newsletter, website and other specialty publications, such as "The State of the Majors." National Jeweler is published by Jewelers of America, the leading nonprofit jewelry association in the United States.