Tiffany incorporates Snapchat lens, geofilter into #LoveNotLike effort

Fernanda Ly for Tiffany’s #LoveNotLike

U.S. jeweler Tiffany & Co. is continuing to strengthen its latest social campaign as it bids for awareness among today’s youth.

Tiffany’s #LoveNotLike hashtag is part of its ongoing social campaign for its Return to Tiffany Love collection, an add-on to its popular Return to Tiffany line. Recently, the jeweler has worked to show younger consumers what it stands for through social pushes and its first celebrity-fronted advertisements.

Snap to it
The campaign, shot by Cass Bird, features models Pyper America Smith, Fernanda Ly and Imaan Hammam and appears across Tiffany’s global social channels.

“We live in a social culture of ‘like,’ but for Tiffany & Co., ‘like’ is not enough,” said Diana Hong, vice president of digital marketing at Tiffany & Co., in a statement. “#LoveNotLike communicates the belief that love, as an attitude, is something to uphold and celebrate.”

Pyper America Smith for Tiffany’s #LoveNotLike 

Tiffany’s social push began on July 19 with the trio of models sharing what they love on their own channels (see story).

On Thursday, July 28 the jeweler announced a #LoveNotLike Snapchat lens would be available for only 24 hours in the United States and Australian markets. Today, on July 29, the Tiffany Snapchat lens went live for Italian consumers.

The Snapchat lens overlays a Tiffany blue banner at the top of the user’s screen along with jeweler’s logo and “Return to Tiffany Love” written within a heart that appears automatically. The interactive lens overlays blue hearts on users’ pupils and also responds when the user opens her mouth, allowing small blue and white hearts to appear.

Also launched July 28, Tiffany created a #LoveNotLike geofilter for each of its 93 boutiques in the U.S. The geofilter will be available for Snapchat users visiting Tiffany stores through Aug. 31.

Tiffany’s #LoveNotLike geofilter on Snapchat featuring Imaan Hammam

Snapchat campaigns have grown in popularity among luxury fashion brands, but Tiffany is the first high-end jeweler to buy a sponsored lens.

In the apparel and accessories space, U.S. fashion label Michael Kors allowed consumers to try on its Kendall II sunglasses via a one-day-only Snapchat filter lens.

Using Snapchat as a virtual mirror, consumers were able to try on three colors of the Kendall II style. Luxury has incorporated Snapchat into its marketing efforts to show candid behind-the-scenes footage of brand happenings, but promoted interactions on the social channel may resonate better with its millennial and Generation Z user base (see story).

from Jewelry – Luxury Daily https://www.luxurydaily.com/tiffany-incorporates-snapchat-lens-geofilter-into-lovenotlike-effort/
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