Campaign
Tiffany Keys - Case Study
Campaign Site on Weibo (China's Twitter)
Create your own portrait via WeChat (China's mobile IM app)
Over 6,000 portrait submissions within campaign period of 2 months
TIFFANY & CO: TIFFANY KEYS
The Challenge:
The Tiffany Key was losing its meaning in China. It became a symbol of material wealth, not of personal significance it had intended to be.
The goal:
Deepen the value of Tiffany Keys so women can wear it with emotional pride.
The insight:
Conforming to societal pressures and expectations may be a woman’s betrayal to themselves, but not following their heart is an even greater one.
The idea:
Portraits of Possibility
Celebrating women who choose to define their own milestones and the possibilities they’ve unlocked through their own dignity and perseverance.
The Execution:
Tiffany partnered with respected artist Yu Hong to paint portraits of athlete Li Na, actress Zhang Ziyi, and singer Li Yuchun using their personal stories as inspiration.
Users can receive a portrait of their own by submitting their photos via WeChat, select a Tiffany Key to include in the portrait, and the system will generate an oil-painting filtered portrait back within 24 hours.
The Result:
Tiffany generated one of the highest online participation to date, becoming a case-study for the industry on 'how to win in Chinese social media'. The campaign drove mass awareness to Tiffany Keys and increased sales by 70%.