Tiffany & Co. Case Study:

Luxury Brand Storytelling Experiences

Crafting Brand Narrative Through Events and Strategic Communications

In my 10+ years working with Tiffany & Co., I developed integrated marketing campaigns, overseeing event planning and communication strategies and ensuring that every touchpoint reflected the brand's luxury essence. By blending compelling narratives with high-profile events, I created stories that resonated across various channels. Each program increased brand awareness and engaged Tiffany's high-net-worth clientele, driving strong ROIs.

See below for how this is applied to an Influencer Experience Program and to a Retail Opening Event Campaigns

Tiffany & Co.

Tiffany & Co. is the oldest and one of the most iconic American brands. A luxury staple, the retailer is known for its exquisitely crafted jewelry and sparkling diamonds. The jeweler’s global brand identity signifies heritage, specialness and love.

To keep this brand top of mind and maintain loyalty, it’s essential to continue to tell the one and only Tiffany & Co. love story that gleams with an on-brand tone that is wondrous, sophisticated and classy, bringing customers joy. Luxury marketing content must tell a great story, highlighting exclusivity and heritage to connect to an emotion, such as from a memory, that evokes an action.

Objective & Strategy

The goal for this luxury brand is to deliver exclusive and one-of-a-kind experiences for media and clients with the finest products that add value to the customers’ lives that endure through generations. My challenge at Tiffany & Co. was to extend the reach beyond gift-giving timeless tokens of love to year-round self-purchasing from a broader high-net-worth market base.

I developed strategic marketing and communications plans focused on unique live and digital events to attract media, strengthen brand loyalty with top clients, drive traffic, and ultimately increase sales. At the same time, I ensured the brand’s integrity was represented correctly and cohesively throughout regions with effective copywriting. I did this by:

  • SHOWCASING BRAND STORY through conveying traditional aspects with today's relevancy.

  • POSITIONING the brand as fashionable and current.

  • CONNECTING with target audiences through both traditional and digital communication vehicles and experiences that appealed to an emotion, memory or desire.

  • REGIONALIZING global brand messaging and initiatives.

See below for an overview of projects for both live and digital events that continued to elevate brand positioning and client loyalty, harnessing media and influencer relations.

Influencer Hosted Seasonal Digital Webinars

CHALLENGE: As a result of the pandemic, Tiffany & Co. retail teams needed an opportunity for client interaction in place of in-person events during the critical holiday shopping season. Loyal clients expect exclusive, special experiences.

STRATEGY: I generated a series of exclusive, private online event webinars that top clients from all over the North American region could participate in. These represented different themes that were tied to respective product categories. I shared this strategy with global communication colleagues overseeing other regions to replicate and implement.

TACTICS: To attract attendees and execute the events, I collaborated cross-functionally to create several content vehicles:

  • Set budgets and developed wish lists for desired influencers and corresponding topics. Worked with artist representation and entertainment marketing team to negotiate and secure contracts.

  • Created invitation copy to secure attendees, tailored to apply to email and SMS versions.

    • Voice reflected the exclusivity and elegance of the brand that is to-the-point, but expressed more casually to connect easier with the audience.

  • Produced product sheets to decide on merchandise placement based on the influencers’ feedback, after securing the hosts representing fashion, media and home decor.

  • Wrote the scripts, talking points and product descriptions for the influencers to follow as an outline.

  • Directed a production vendor to execute the vision and ensure smooth delivery.

  • Developed custom gift packages with a letter accompanying each chat to represent the influencer and theme.

  • Crafted internal communication newsletters, emails, messaging and presentations for sales leaders to help draw guests.

  • Recreated events into videos to share with a secondary select group of clients.

Below are examples of content I produced and/or oversaw to promote these influencer webinars and videos, followed by the results:

Invitation Copy to Secure Attendees

Internal Communication Newsletter

Webinar Script Excerpt

Digital Influencer Event Results

  • Holiday Influencer Series

    Sales Conversion: 70%

    Sales: $2.6M

    ROI: 340%

    Video Clickthrough Rate: 60%

  • Spring Influencer Series

    Sales: $2.7M

    ROI: 800%

Live Event 360 Marketing Campaign:
New Store Openings

CHALLENGE: Establish new stores as luxury destinations and drive traffic and purchases. Ensure retail teams are supported with event tools and guidelines to meet sales goals. Attract the right customer attendees and media visibility.

STRATEGY: Cultivate brand loyalty and generate new clients with an internal omni-channel marketing approach. This was supported by marketing collateral, media relations, community partnerships and digital/online content to create awareness.

TACTICS:

  • Developed and executed a 360-marketing plan with participation from cross-functional teams to secure the right email lists, social media marketing, media outreach, advertising and merchandising.

  • Created copy for promotional vehicles, including invitations, email blasts, social media, press outreach, marketing collateral and on-site signage.

    • Brand voice was enticing, hinting of a magical experience to uncover, with clean, crisp and concise copy.

  • Oversaw copy for cross-promotional opportunities in social media and ads in high-profile event programs by negotiating community partnerships with local organizations, catering to high-net-worth individuals to drive store attendance.

  • Drew social media and press results by ensuring press, influencers and, if warranted, celebrities, attendance at the launch event, the latter of which dressed in key collection products.

  • Secured and coordinated vendors, managing logistics and run-of-shows.

  • Aligned with production and creative visual teams to integrate intriguing installations that represent global marketing initiatives.

The following are examples of content I produced or oversaw to promote new stores, followed by the resulting outcome from this work:

  • Press Release

  • Social Media Posting

  • Cross-Promotional Social Media

  • Store Opening Invitation

Store Opening Results

  • Beverly Hills Store Opening

    Sales: 800% above target

    180 client guests

    154 media placements

    1.5B impressions

    800M social media impressions

  • Waikiki Store Opening

    Secured 229 guests

    Active social media sharing

    Delivered $132.6k sales for launch event

    Opening weekend sales = $1.17M, 20% above expectations and 430% revenue boost

    Featured in key media such as local broadcast, Honolulu Star-Advertiser and Modern Luxury

  • Washington D.C. Store Opening

    200 new client guests during first 2 hours

    Continued media coverage due to Americana-themed archival display for opening month such as WTOP news

    Charity donations to opening partner, Children’s Hospital Foundation, drawing new clients to the store’s launch event

Get in Touch and Learn How We Can Work Together

I can help you meet your business objectives quickly. I am available for full-time roles, contract or project work.

  • Are you overwhelmed with marketing materials to write?

  • Does your website copy need refining or updating?

  • Do you need support with strategic planning, media outreach, social media management or events?

  • Are you stuck grasping for the right words to develop your brand’s voice?

Allow me to step in and be that extra wheel to keep your team rolling along and focused.  

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