Analyzing the Digital Footprint of Tiffany & Co.’s high-end jewelry brand.

It’s difficult to negatively 🧐 critique the brand’s digital marketing strategy.

Tiffany’s iconic brand has weathered over 186 years of customer loyalty from its conception in 1837 as “Tiffany, Young and Ellis” in lower Manhattan. Garnering a record “23% jump in 2022 at $86.09 billion sales” (Meirovich, 2023) from the newly acquired 2019 LVMH brand (Wikipedia, 2019).

Source: Wikipedia, Hooemz Ming Shum, Times Square, October 2021, Creative Commons Attribution-Share Alike 4.0.

The legendary Tiffany’s motif, renowned for the signature Truman Capote novel, turned motion picture love story, “Breakfast at Tiffany’s” became a globally recognized brand.

Welcome to the World of Tiffany’s, where for decades, the luxury blue box has appealed to its audience as ‘the’ preferred fashion icon connected to the face and fashion of Audrey Hepburn as a symbol of luxury and quality. Where its website boasts of its “iconic heritage” (T&Co, 2023).

Icons as brand ambassadors, Motifs aligned with the brand’s narrative.

Today, a mix of popular and beautiful women, hail Tiffany’s brand message, such as Beyonce, Natalie Portman, Iman, Reese Witherspoon, Hilary Duff, Naomi Campbell, the Kardashians, Gwyneth Paltrow, Halle Berry, and millennials, Zendaya, Elle Fanning, Kendell Jenner, and Yara Shahidi (USA Today 2021) are just some of the celebrities that keep the brand thriving throughout generations.

Source: Unsplash, Masha Kotliarenko, January 14, 2020.

Missed opportunities in branding efforts? Not really.

Who doesn’t know the Tiffany’s brand? Through its social media “digital channel engagement” (Straker and Wrigley, 2016) and iconic campaigns, the brand continues its legacy and loyalty to increase its exposure throughout the world. 🌏

Press enter or click to view image in full size

Source: Tiffany’s eCommerce website, 2023. For educational use only.

Ask any woman what the first words associated with the Tiffany brand are. You may get “emotional” (Straker and Wrigley, 2016) smiles attached to very different memories of their unique Tiffany experience.

My mother says it was a fellow paralegal, studying at the American University of Paris who shared luxurious photos of exquisite jewels mounted in quality gold metals, who imprinted her brand experience. Her face lights up, “It’s the design for me. They have the most beautiful jewelry, and unique pieces, and I love the blue boxes; once you have Tiffany’s, you have the best.”

Press enter or click to view image in full size

Source: Wikipedia, AdrianaGórak, Creative Commons Attribution-Share Alike 3.0.

Ask me the same question, I demand while staring at the silver heart bracelet on her wrist. “When I think of Tiffany’s, I see those strands of pearls, croissants, and coffee. The Givenchy black dress, iconic sunglasses, and every working girl’s dream, the luxury of Tiffany’s from the blue box.”

We laugh in unison, sharing the fondness of what we perceive as Tiffany’s brand voice, style, and legacy.

Tiffany’s 186-year-old legacy through contemporary digital channels.

Through its various digital channels, Tiffany’s continues its legacy of transforming a generation of women (and men) into loyal customers. The brand’s social channels have a cohesive narrative and messaging, “Expertly crafting jewelry for the world’s greatest love stories since 1837.” (T&Co, 2023). But in a new way that speaks to its diverse fans.

Source: YouTube, Tiffany & Co., About Love Marketing Campaign, 2022.

Modern 2021 “About Love” campaign illustrates the latest adaption of the brand’s luxury iconography, the “powerhouse” (Kelly, 2021) billionaire couple’s scenic drip tuxedo and little black dress set against the box-blue Basquiat aesthetic.

Jay-Z staring off into the distance or what appears to be fixated on the 128-karat Tiffany yellow South African diamond dangling from Beyonce’s neck. The fourth woman in the world and the only black American to adorn the Tiffany’s treasure. Either way, he’s in love. 😍

Source: YouTube, Behind the Scenes with Beyonce and Jay-Z, Tiffany & Co., 2022.

“Beyoncé and Jay-Z are the epitome of the modern love story. As a brand that has always stood for love, strength, and self-expression, we could not think of a more iconic couple that better represents Tiffany’s values” states Arnault, EVP of Product and Communications (Kelly, 2012).

With almost a million views on the 2021 Instagram, About Love campaign, Tiffany’s love theme thrives throughout its digital platforms 📲🤳🏽.

10 million likes on Facebook, 1.9 million followers on Twitter, and 16 million followers on IG. Tiffany’s YouTube channel shows one of its newest brand ambassadors, Jimin of BTS draped in Tiffany ice, as he exits on a motorcycle at 2 million likes 6 months ago. Did I fail to mention, it’s the iconic blue box color?

Tiffany’s is one of the brands that has kept its marketing footing for centuries.

Zoe Kravitz, “bold urban” (Tiffany’s) thick gold chain, “Wear it like you mean it” (Tiffany & Co., 2023) 1.6 Million likes to Gal Gadot’s, reach of 1.7 million, toots “I’ve always got time for tea” (Tiffany & Co., 2023) phrases for its newest Tiffany’s Hardware collection captures nearly every demographic of its targeted audience.

Source: Tiffany’s Socials, Instagram, Facebook, and Twitter, 2023. For educational use only.

I can’t think of a Tiffany’s missed opportunity to galvanize its high-end luxury brand efforts.

It has lasted through centuries and pivoted along with industry trends to encompass the diversity and inclusivity that luxury affords. In short, if the cool kids wear Tiffany’s, each has its unique voice, waving the Tiffany’s blue-box banner 🩵of love. 😉

Originally published on Medium.com/@dariasmithgiraud