China's huge and ever-changing social media and online ecology pose huge challenges in both cognition and practice for overseas brands, especially luxury brands.
Tiffany & Co. (hereinafter Newchic Coupon referred to as “Tiffany”), a world-famous luxury jewellery brand with a history of 182 years, has shown a keen sense of smell and a flexible body, especially under the WeChat ecosystem, Tiffany completed in just one year. The transition from novice to "super player".
The unique consumer preferences and digital behavior of China's millennials are driving new changes in the relationship between luxury brands and consumers. When millennials become the “new upstart” of consumption, 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 Tiffany's path to change, by interpreting the brand's social marketing advancement strategy in China, it can bring new ideas to more fashion and luxury brands.
Dialogue "Millennial Generation"
Continuously convey "freshness"
Millennials advocate "easy and informal, modern and not restrained, casual and effortless", this mentality is gradually infiltrating and affecting the consumption attitude of the intergenerational groups. Tiffany naturally understands that in the face of new generations of consumers, new stimuli and constant freshness are needed.
Alessandro Bogliolo, Tiffany's current CEO and luxury industry expert, has been pursuing reform since he took office and gradually promotes the vision of becoming a new generation of luxury jewelry brands. Under the leadership of Alessandro Bogliolo and his partner, Tiffany Chief Art Officer Reed Krakoff, Tiffany began to interpret the brand spirit in a new way, more modern, three-dimensional and diverse in product innovation, channel expansion and brand marketing.
1. Extend the diversified product line and jump off the traditional design program
Tiffany, who specializes in creating beautiful things with exquisite craftsmanship, brings "daily luxury" to a new generation of consumers by gradually extending the product line. Thousands of blown bubble toys and 10,000 yuan paper clips have been launched, making the “Everyday Objects” daily series a hot topic in global social media; Tiffany perfume, which has been re-launched after 14 years, makes the brand outside the iconic color “Tiffany Blue” It also has an exclusive scent; the opening of the Blue Box Café on Fifth Avenue in New York puts Tiffany's breakfast into reality.
In terms of product design expression, Tiffany also presents a "classic and modern, gorgeous and everyday" style. Take the latest Tiffany Paper Flowers? This is the first jewellery collection created by Reed Krakoff after joining Tiffany. The collection exudes the design of traditional high-end jewellery with sophisticated materials, blending feminine temperament with modern texture, making it more suitable for everyday wear.
2, online and offline advancement, seamless integration of brand marketing
In the wave of Internet shopping, in the Chinese market, the brand chooses to test the waterline platform with a lighter gameplay. In January 2018, Tiffany opened its first line ceiling boutique on WeChat, which opened its prelude to online sales in the Chinese market in the form of a lightweight “flash shop”.
Offline, from the world's first Style Studio new retail concept store opened in London, to the large-scale renovation of the most recognizable New York Fifth Avenue flagship store, Tiffany steadily opened a new store, refurbish existing stores, and constantly upgrade the shopping experience . In China, Tiffany has more than 30 stores, covering all first-tier cities and most second-tier cities, and is continuing to sink to more second-tier cities and even third-tier cities.
It is worth noting that Tiffany's omni-channel strategy is not limited to the depth of the sales channel from offline to online, but also covers the seamless integration of consumer insight and reach, brand social marketing.
From novice to "super player"
Let WeChat Eco "use it for me"
In the face of the Chinese market, due to the particularity of consumer groups and social environment, social marketing is the focus of luxury brands, but also faces pain points. Luxury brands need to remain “advanced” but not too “cold” and “socialized” cannot be “popular”.
On the seventh night of 2017, with the words “a touch of blue, witnessing the good moments of love” as slogan, Tiffany launched the brand's first circle of friends, officially opening the road of social marketing.
Since 2018, whether it is holiday marketing, new product promotion, or brand release, Tiffany has chosen WeChat as an important communication platform to build a social bridge with users and achieved more than expected feedback.
With the success of Tiffany's advertising in the circle of friends, WeChat has also won the favor of more and more international luxury brands.
Click on the video to learn about Tiffany's social marketing approach on WeChat Eco:
Based on the WeChat ecosystem, Tiffany's social marketing solutions have broken through the pain points and brought new inspiration to the luxury industry.
Pain point 1: How to reach the target group?
Tiffany solution: Creative content triggers deep resonance, precise delivery of combined offline drainage
In 2018, Tiffany invited the new generation of American idol Elle Fanning as a spokesperson to shoot a brand new promotional film and spread it through social media, including in the form of WeChat friends.
In this ad, Tiffany presents a dream world to the viewer. From black and white movie footage to the streets of New York, full of dreams, Tiffany has broadened the extension of “love and dreams” with creative content, expressing the brand's expectations – giving dreamers the courage and dreams. Unsurprisingly, after the advertisement was released, users were deeply resonated, and the praise rate exceeded the industry average of 10 times. Even many users have paid attention to the Tiffany public number through this advertisement, which laid the foundation for the brand to precipitate fans.
In fact, in advertising, if you only use tags to define the delivery population, you can't completely lock the target audience. Take Tiffany's advertisement as an example. With the help of WeChat's data capabilities, the brand deeply explores 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 expands potential customers by tapping Elle Fanning's fan base. At the same time, with LBS targeting technology, WeChat ads can help Tiffany stores find nearby matching users and drain high-end submarines for brand stores.
Pain point 2: How to grab the attention of users?
Tiffany program: "New style" strengthens "light interaction", every day related to love is Tiffany Blue
In every festival related to love, Tiffany, who has always been known as the “supporter of love”, explores new ways of social marketing in a bold and flexible manner.
On Valentine's Day in 2018, Tiffany boldly adopted the latest new style of advertising in the circle of friends, "Like-Flip", and staged a flipping drama of "Because of the name of love, love for love". At the same time, Tiffany also flexibly extended this gameplay, implanting an egg that guides the user interaction - "Uploading a photo frame with a partner's photo" to attract millions of users to share their love story with the brand.
By the "520" in 2018, Tiffany opened a "520 Love Journey" through creative animation, guiding users to invite their companions to participate in the game in the form of two-way interactive games. In the game, the classic products are subtly integrated into the scene story. The boys and girls started in the Tiffany flagship store and experienced a relaxed and romantic love journey. After the advertisement was released, it gained a rate of 30 times more than the industry average.
It is not difficult to find that whether the "Like-Flip" staged the flip drama or the "two-game" to open the love journey, in Tiffany's holiday marketing, the final keywords all fell on the "interaction".
In a social era where interaction is more emphasized, an interactive and engaging advertisement can successfully attract the attention of users. Tiffany strives to “early adopters” and actively uses the creative style of the circle of friends to strengthen social interactions, breaking the normality of “users passively accepting advertising content” and narrowing the distance between brands and target users.
Pain point 3: How to move from online marketing to “marketing + sales”?
Tiffany program: Featured "limited edition", equipped with small programs, commercial transformation in one step
In the face of the Chinese market, Tiffany chose to use the “flash shop” form to test the online sales before the official launch of the channel. The purpose of the Tiffany is to collect relevant data through an efficient path to accurately obtain user portraits of the Chinese market. In the future, the official distribution of online sales will be paved.
The “limited-time online boutiques” launched by luxury brands usually focus on keywords such as “exclusive sale” and “limited edition”. The brand also has multiple considerations in the choice of “limited money”: it is necessary to inherit the classics and follow the trend to attract the attention of young people.
In January 2018, Tiffany opened a limited-time boutique on WeChat to launch an exclusive limited-edition Open Heart 18K rose gold necklace in China. This is the first time Tiffany has tried a line-up boutique. Inspired by legendary designer Elsa Peretti, the Open Heart 18K necklace throws away the complex design and expresses the idea of “anything you want, style is simple” with smooth lines. "Limited 150 necklaces, sold out in 5 days" - the first time to test the water flash shop, Tiffany handed in a brilliant transcript.
This year's "520", Tiffany once again launched a limited-time boutique, selling the Special Key for Modern Keys. It is worth mentioning that this time Tiffany opened the boutique in a small program, users can directly jump to the boutique from the circle of friends, from product browsing, one-click order to WeChat payment, the whole process is in place, greatly The conversion chain has been shortened, and sales conversion has also improved significantly. It is reported that the limited edition of 200 necklaces will be sold out within 6 days.
As a key part of the WeChat ecosystem, the multi-programming multi-player approach can open up content and shopping scenarios, help luxury brands achieve “see-and-buy”, complete a series of business goals such as fan diversion and efficient conversion.
From Tiffany's social marketing exploration under the WeChat ecosystem, it is not difficult to see that the establishment of an effective communication mechanism between luxury brands and a new generation of consumers requires not only the creative content of the people, but also the ability to fully utilize and release the social platform. Luxury brands can continue to enhance user stickiness and expand brand sound by combining gameplay and integrating different products and resources within WeChat.