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 (pictured), 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 Tiffany.com and social media. Ly, Hammam and Smith started promoting #LoveNotLike on their own social media accounts on July 19.
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.
(To see, the video on link.)