World of Tiffany
Welcome to Tiffany & Co. We are delighted to have you join the world-famous brand of luxurious jewelry company. Tiffany & Co. began in 1837 and grew into a global design house at the forefront of innovative jewelry design and expert craftsmanship (The World). As our company has grown, so has our heritage and legacy. In modern times, social media has become a valuable tool for our story and brand. Instagram has helped evolved our appearance to a base of 11.6 million followers (Moreno). Our target audience on Instagram is the millennial generation. An analyst named Oliver Chen said it best, “if you don’t capture the Millennial customer, you put your business model at extreme risk for the future” (Wiener-Bronner).
Our Voice
With such a high-value reputation, Tiffany & Co. has found a brilliant way to reinforce a strong social media presence. Our voice is centered around emotive storytelling (Gilliland). We offer a variety of content on Instagram, but our voice never falters. The five adjectives to describe our voice on Instagram would be innovative, beautiful, chic, luxurious, and sophisticated. Each piece of content that Tiffany & Co. publishes is as refined, and high-quality as any of its products (Dissecting).
Staying True to Tiffany Blue
Tiffany’s signature blue color is the biggest voice to the brand. The color known as ‘Tiffany Blue’ was selected by the founder Charles Lewis Tiffany (Pressman). From an article written on Pantone, “Tiffany has turned their distinctive shade into an international icon of elegance and sophistication. From the moment you sent your eyes upon Tiffany’s cool and fresh aquatic blue shade, a color that speaks to vibrancy and escape, you are immediately transported into a world filed with luxury and delight” (Pressman). Our signature brand image is being held by consistently weaving the famous ‘Tiffany Blue’ in our visual content (Gilliland).
Our best practices include hashtags, high-quality images, partnering with influencers, telling visual stories, and creating engagements. Let’s take a closer look at our best practices:
Best time to Post & Hashtags
We will post one or two photos a day based on the current campaign and storyline. The best time to post will be between 9 AM and 4 PM from Monday through Friday. On the weekends, post should happen between 10 AM and 2 PM. Our most frequent hashtag is #TiffanyAndCo. Then depending on the campaign, we will incorporate a new hashtags. A current example is #TiffanyT and #TiffanyT1 to promote our new jewelry collection. We only use two or three hashtags per post.
High-quality Images
High-quality content is essential for capturing our brand. Professional photographers help promote our luxurious jewelry (30 Best). These photos help create stories about our jewelry using a variety of topics including art, fashion, current events, and pop culture (Moreno). Each piece of content that Tiffany & Co. publishes is as refined and as high-quality as any one of its products. Each image is as sophisticated as it is beautiful, and the accompanying copy often twinkling with poeticism (How Tiffany). Our most common dimensions for our images will be portrait which is 1080px by 1350px. Here’s two examples of correct and incorrect pixel dimensions:
Partnering with Influencers
These stunning images will sometimes feature A-list influencers like Lady Gaga, Kendall Jenner, and Priyanka Chopra (Kulke). These partnerships can be for campaigns, magazine spreads, or during award season. Whatever the posts, make sure to give credit to the right people through mentions, tags, and proper hashtags. We are also excited to be building relationships with fashion and lifestyle bloggers. They are offering genuine tips regarding wearing Tiffany & Co. jewelry. The newest segment is called “The Tiffany Style Session”, the post includes the jewelry featured, the stylist, and their tips on styling the piece. The stylist should be mentioned and use two or three of the appropriate hashtags. These style sessions can also be featured in Instagram stories.
Telling Visual Stories
Along with high quality images, we want to intertwine a moving story with our jewelry. The newest campaign, Tiffany T1, is a perfect example of a visual story. We are featuring many high-quality photos of the jewelry and influencers wearing it. We are also showcasing behind-the-scenes content of the T1 campaign. This content allows the customers to feel more connection to the luxury brand (Gilliland). The T1 campaign includes its own hashtag and is featured in the highlights. The highlight section is great way to feature a variety of stories from our history to the current campaign. We also keep past Instagram Live stories in the highlights.
Creating Engagements
Social media engagement is more than just the accumulation of followers. It’s also a measurement of how many people are paying attention to and interacting with our brand on a daily basis (O’Brien). An example to create engagement include using Instagram Live. Inspired by T1 campaign, we have made an Instagram Live series called ‘T Time’. Every Thursday, Tiffany & Co. Instagram Live was taken over by experts and social influencers (Vesilind). The takeovers focused on messages of optimism, style, fashion, love, and lifestyle (Gilliland). Guests also answered live questions from followers. Instagram Live is a valuable tool for our company to use to engage our audience in the time of a pandemic.
Some future ideas to create engagements should incorporated user-generated content and hosting a contest. Our audience have good cameras and are capable of taking beautiful photos of our jewelry. By featuring user-generated content, it will help inspire and motivate our customers to show off their own jewelry. We can also create a contest with our customer’s photos to help drive more photos, tags, and mentions.
Customer Service
A Sprout Social in 2017, discovered 30% of millennials engage with brands on social media on a monthly basis (York). If you don’t respond, you lose money. And about 34.5% of people say social media is their top choice for customer communication (York). Our goal is to respond to questions and concerns within two hours of the post. And we will only leave one comment on the post. If the answer can’t be resolved in one comment, send the customer a direct message. Here’s some examples that demonstrate our professionalism and helpfulness.
The Best Instagram Analytics Tools
It’s important that we leverage Instagram for Tiffany & Co. Without the right metrics, you’ll never know if you could be doing more to engage our audience or grow our following (Forsey). Since our Instagram account is a business account, we have access to their free analytics tool, Instagram Insights. The Insights tool can show you when our audience is on Instagram, which of our posts are most popular, and our account’s impressions and reach (Forsey). There are many other free tools like Iconosquare, Squarelovin, and Crowdfire (Forsey). Additionally, there are many other paid Instagram analytics tools like HubSpot Social Inbox and Sprout Social (Forsey). Paid services can provide further knowledge like post scheduling, hashtag analytics, and social analytics (Forsey).
References:
30 Best Brands on Instagram Right Now. (2020, April 16). Hooper. https://www.hopperhq.com/blog/30-best-brands-instagram-2020/
Dissecting Tiffany’s Instagram Strategy. (2020, February 11). Social Media Dissect. https://socialmediadissect.com/dissecting-tiffanys-instagram-strategy/
Forsey, Caroline. The Free and Paid Instagram Analytics App You Need in 2020. (2020, April 7). Hubspot. https://blog.hubspot.com/marketing/instagram-analytics-tools
Gilliland, Nikki. 10 of the best brands on Instagram right now. (2020, July 21). Econsultancy. https://econsultancy.com/10-of-the-best-brands-on-instagram-right-now/
How Tiffany & Co. Built a Diamond Digital Marketing Strategy. (2020). Etail.https://etaileast.wbresearch.com/blog/tiffany-co-diamond-digital-marketing-strategy
Kulke, Catherine. What Tiffany & Co.’s $16B Acquisition Means for Influencer Marketing in Luxury. (2019, November 26). Tribe Dynamics. https://www.tribedynamics.com/blog/tiffany-16b-acquisition-influencer-marketing-luxury
Moreno, Lauren. Top 10 Brands Killing It on Instagram. (2019, January 3). Blog Social Media Strategies Summit. https://blog.socialmediastrategiessummit.com/top-10-brands-killing-it-on-instagram/
O’Brien, Tom. Social Marketing. (2018, August 16). timetrade. https://www.timetrade.com/blog/why-social-media-engagement-is-important-for-your-business/#:~:text=Summary,of%20followers%20across%20social%20platforms.&text=Businesses%20that%20focus%20on%20building,easier%20to%20attract%20new%20customers.
Pressman, Laurie. Crazy About Tiffany’s The story behind an iconic brand color. (2016, February 19). Pantone. https://www.pantone.com/color-intelligence/articles/case-studies/crazy-about-tiffanys-the-story-behind-an-iconic-brand-color
The World of Tiffany. (2020, October 9). Tiffany & Co. https://www.tiffany.com/world-of-tiffany/
Vesilind, Emili. Tiffany Introduces Instagram Live Series to Promote Tiffany TI Debut. (2020, May 1). JCK Online. https://www.jckonline.com/editorial-article/tiffany-instagram-live-tiffany-t1/
Wiener-Bronner, Danielle. Tiffany is giving cool a try. And it’s working. CNN (2018, June 19). https://money.cnn.com/2018/06/19/news/companies/tiffany-millennial-marketing/index.html
York, Alex. 5 Social Media Best Practices Every Marketer Must Follow. (2017, April 24). sproutsocial. https://sproutsocial.com/insights/social-media-best-practices/