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Tiffany bolsters lifestyle cred with postcard effort

July 18, 2012

True Love in Pictures by Tiffany & Co.

Jeweler Tiffany & Co. is solidifying itself as an authority on love with a new feature involving True Love in Pictures where consumers can upload images that are made into a postcard.

Part of the What Makes Love True campaign, True Love in Pictures invites consumers to upload images of themselves and others in love for other users to comment and “like.” However, this effort is taking the interaction to the next level with physical postcards that are mailed to consumers across the country.

“I think it’s two-fold: engagement and growing their social community,” said Nick Drabicky, Ft. Worth, TX-based strategist at iProspect. “From an engagement stand point, the initiative allows a user to be a part of the brand in a very easy manner.

“It’s three simple steps: share a picture, write a bit about the picture and why it has significance and upload,” he said. “This can really lend a user to feel as though they are a spokesperson for the brand itself.

“In addition, each featured picture is easily sharable across all of the social media platforms, instantly growing Tiffany’s footprint in the social space.”

IProspect’s Mr. Drabicky is not affiliated with Tiffany, but agreed to comment as an industry expert.

Tiffany did not respond before press deadline.

Sealed with a kiss
Tiffany is telling people about its new effort via social media and digital efforts.

There is a section on its Facebook page that is dedicated to the postcard campaign.

Tiffany’s Facebook page

Clicking on this section brings consumers to the True Love in Pictures page on the What Makes Love True microsite.

Consumers can upload a picture and alter it using Instagram-like filters. Tiffany will then email the image when it is approved in the gallery and offer to send a postcard.

Uploading the postcard

Since the process is not explained on the site, Tiffany has been troubleshooting customer concerns on its Facebook page.

The idea of meshing mail and digital efforts is interesting, since it will attract a larger number of people.

Even older affluent consumers who do not typically use social media may relate to the idea of getting a tactile postcard.

Postcard by Tiffany

True love
Tiffany’s What Makes Love True microsite positions the jeweler itself as not only a purveyor of luxury goods, but an expert in the luxury lifestyle.

What Makes Love True shows real-life videos, stories and curated customer content mixed with romantic movies and songs. What Tiffany did was create an environment that epitomizes the branded lifestyle.

What Makes Love True shows stories and videos from Tiffany customers on how the couples met and fell in love.

There are also sections for curated content from consumers to share love stories and a map where consumers can pinpoint a place in New York where a monumental relationship moment occurred.

Tiffany bolstered the lifestyle site through the True Love in Pictures section – where the postcard effort is hosted – earlier this year (see story).

However, offering a postcard seems to be evening out the digital playing field. Indeed, Tiffany is offering multiple channels in which to engage with the brand and, ultimately, drive purchase.

“When timed well, and not overused, lifestyle pushes are vitally important to virtually any brand,” Mr. Drabicky said. “Typically, one cannot function without the other.

“Lifestyle pushes help to show a user how to use the product, wear the brand and pushes help to establish the brand with the user and can act more as educational,, where the product push then capitalizes on the lifestyle of the brand, with the newest product release,” he said.

“This relationship between the two is something very important to any brand that can leave that lasting, longstanding impression on the wider range of users.”

Final Take
Rachel Lamb, associate reporter on Luxury Daily, New York

Rachel Lamb is an associate reporter on Luxury Daily. Her beats are apparel and accessories, arts and entertainment, education, food and beverage, fragrance and personal care, government, healthcare, home furnishings, jewelry, legal/privacy and nonprofits. Reach her at rachel@napean.com.