Continuing The New Way Of Social Marketing Through "Freshness" Tiffany

China's huge and varied social media and network ecology is a huge challenge for overseas brands, especially luxury brands, in terms of cognition and practice.

The 182 year old world-renowned luxury jewelry brand Tiffany &Co. (hereinafter referred to as "Tiffany") shows a keen sense of smell and flexibility. Especially in the WeChat ecosystem, Tiffany has completed the pformation from novice to "super player" in just a year.

The unique consumption preference and digital behavior of the millennial generation in China are driving new changes in the relationship between luxury brands and consumers.

When the millennial generation becomes a new consumer, every luxury brand is thinking: how to optimize the brand strategy, communicate effectively with this main consumer group, and build emotional connections?

Looking back at the road of Tiffany pformation, we can understand the brand's social marketing strategy in China, or bring new ideas to more fashion and luxury brands.

Dialogue "millennial generation"

Continue to convey "freshness".

The millennial generation advocates "relaxed, informal, modern, informal, free and effortless". This mindset is gradually permeating and influencing the consumption attitude of the intergenerational groups.

Tiffany naturally understands that in the face of new generation of consumers, new stimulation and continuous freshness are needed.

Tiffany, incumbent CEO, luxury industry expert Alessandro Bogliolo has been committed to reform since she took office, and gradually promoted the vision of becoming a new generation of luxury jewelry brands.

Under the joint leadership of Alessandro Bogliolo and its partners and Tiffany chief Art Officer Reed Krakoff, Tiffany began to interpret brand spirit in a completely new way, which is more modern, three-dimensional and diversified in product innovation, channel development and brand marketing.

1. Expand diversified product lines and jump off traditional design procedures.

Tiffany, who is good at creating beautiful things with exquisite workmanship, brings "everyday luxury" to the new generation by gradually extending the product line.

Thousand yuan blowing bubble toys, 10000 Yuan paper clips have been launched, so that the "EverydayObjects" daily series has aroused heated debate in the global social media; after 14 years, the newly released Tiffany perfume has made the brand have exclusive odor besides having the iconic color "TiffanyBlue"; the opening of Fifth Avenue Blue Box Caf E in New York has brought "breakfast of Tiffany" into reality.

In terms of product design, Tiffany also presents "classic, modern, gorgeous and everyday" style.

Take the latest Tiffany Paper Flowers flower series as an example, this is the first jewelry series created by Reed Krakoff after joining Tiffany.

This series skips the traditional high jewelry design program with excellent materials, and integrates the soft and modern texture to make it more suitable for everyday wear.

2, online and offline promotion, brand marketing seamless

In the wave of Internet shopping, in the Chinese market, the brand chooses to test the water online platform with lighter play.

In January 2018, Tiffany opened its first online time limited boutique in WeChat, which opened its prelude to online sales in the Chinese market with a lightweight "flash shop".

From the world's first Style Studio new retail concept store opened in London, to the most recognizable Fifth Avenue flagship store in New York, Tiffany has renovated existing stores and upgraded shopping experience while steadily opening new stores.

In China, Tiffany already has more than 30 stores, basically covering all the first tier cities and most second tier cities, and is continuing to sink to more second-line and even three tier cities.

It is worth noting that Tiffany's full channel strategy is not only limited to the depth of sales channel from offline to online, but also includes seamless convergence between consumer insight and touch marketing, brand social marketing and so on.

From novices to super players

Let WeChat ecosystem "for my own use"

Facing the Chinese market, because of the particularity of the consumer group and the social environment, social marketing is the focal point and also the pain point for luxury brands.

Luxury brands need to maintain "advanced" but not too "high" and "socialized" can not be too popular.

On the seventh day of 2017, slogan launched the first brand circle of friends in the brand name of "Tiffany, a blue time to witness the wonderful moment of love", and officially opened the way of social marketing.

Since 2018, whether holiday marketing, new product promotion, or the release of brand blockbuster, Tiffany has chosen WeChat as an important communication platform to build a social bridge with users, and has achieved more than expected feedback.

With Tiffany's success in advertising in the circle of friends, WeChat has gained more and more international luxury brands.

Click the video to understand Tiffany's social marketing path in WeChat ecosystem.

Based on the WeChat ecosystem, Tiffany's social marketing solutions have broken the pain points and brought new inspiration to the luxury industry marketing.

Pain point 1: how to reach the target population?

Tiffany program: creative content triggering deep resonance, precise joint line drainage

In 2018, Tiffany invited the new generation of American Idol Elle Fanning as spokesperson to shoot a brand-new brand promotional film and spread it all through social media, including WeChat's circle of friends.

In this advertisement, Tiffany presents a dream world for the viewer.

From the black and white movie footage to the New York street full of dream blue, Tiffany has expanded the concept of "love and dream" with the idea of creative content, expressed the expectations of the brand -- endowed the dreamers with courage and let their dreams bloom.

As expected, after the advertising release, the user resonates deeper. The rate of praise is 10 times that of the industry.

Even many users have paid attention to the Tiffany public number through this advertisement, laying the foundation for the brand to precipitate fans.

In fact, in advertising, if only tagging is used to define the crowd, the target population can not be completely locked.

Take the Tiffany advertisement as an example, the brand uses WeChat's data capabilities to dig deep potential customers from multiple levels.

In addition to the common high-end jewellery consumers, WeChat also helps Tiffany quickly find other potential customers based on the representative characteristics of typical seed users.

In addition, WeChat also expanded its potential customers through mining Elle Fanning fans. With the help of LBS orientation technology, WeChat advertising can help Tiffany stores find nearby matching users and drain high-end high-end customers for brand stores.

Pain point two: how to grab the attention of users?

Tiffany plan: "new style" strengthens "light interaction", and every love day is Tiffany Blue.

In every holiday related to love, Tiffany, who has long been known as "the advocate of love", explores the new way of social marketing with bold and flexible attitude.

On Valentine's day in 2018, Tiffany boldly adopted the latest advertising new style of "circle of friends" - the "circle of friends", and staged a "flip for love" in the name of love.

At the same time, Tiffany is still flexibly extending this way, and has implanted the egg that guides user interaction - "upload a photo album with a photo album", attracting millions of users to share their love story with the brand.

By 2018, "520", Tiffany launched a "520 love tour" through creative animation, and guided users to invite partners to participate in the game in the form of two machine interactive games.

In the game, ingeniously integrates classic products into scene stories, boys and girls begin to encounter each other before Tiffany flagship store, and experience a romantic and romantic journey together.

After the advertisement was released, it received a rate of 30 times more than the industry average.

It is not hard to find that whether the "Zan Zai flip" staged the flip big play, or the "dual game" opened the journey of love, the final keywords in Tiffany's holiday marketing were all "interactive".

In an era of more interactive social interaction, advertising with cohesive interaction and participation can successfully attract users' attention.

Tiffany strives for "early adopters", and actively uses the advertising innovation mode of friends circle to enhance social interaction, breaking the "user passive acceptance of advertising content" normal, and narrowing the distance between the brand and the target users.

Pain point three: how to advance from online marketing to "marketing + sales"?

Tiffany program: select "limited money", carry small programs, business pformation in one step.

In the face of the Chinese market, before the formal opening of the electricity supplier channel, Tiffany chose the form of "flash store" to test the water online sales. Its intention is to collect relevant data through efficient paths, and accurately acquire the user portrait of the Chinese market, laying the road for the future sale of the brand in the formal layout.

Luxury brand launched "limited time online boutiques", usually around the "exclusive sale", "limited money" and other keywords to start.

The brand has multiple considerations in the choice of "limited money": we should not only inherit classics but also follow the trend to attract young people's attention.

In January 2018, Tiffany opened a limited time boutique in WeChat, offering the exclusive Open Heart 18K rose gold necklace in China. This is the first time that Tiffany has tried Online Limited boutiques.

Inspired by legendary designer Elsa Peretti, the Open Heart 18K necklace is thrown into complex designs, and the flow line is used to express the idea of "free will and simple style".

"Limited 150 necklace, sold out in 5 days" - the first water test flash shop, Tiffany handed in a brilliant report card.

This year, "520", Tiffany again launched a time limit boutique, the sale of Modern Keys special recommendation.

It is worth mentioning that this time, Tiffany opened the boutique to a small program. Users can jump directly to boutiques from the circle of friends, browse from products and make a key order to WeChat, and the whole process is in one step, greatly reducing the pformation chain, and sales pformation has also improved significantly.

It is reported that the limited sale of 200 necklace, sold out in 6 days.

As a key part of WeChat's ecosystem, the multiple play of small programs can open up content and shopping scenes, and help luxury brands achieve a series of business objectives, namely "watching and buying", completing fans drainage and efficient pformation.

From the social marketing exploration of WeChat under the Tiffany ecosystem, it is easy to see that building effective communication mechanism between luxury brands and new generation of consumers requires not only creative content, but also the ability to make full use of and release social platforms.

Luxury brands can combine WeChat products with different products and resources through combination play, which will continue to enhance user stickiness and expand brand voice.