Aside from being well-known for its precious, high-end jewelry, Tiffany & Co. can quickly and easily be identified by a certain shade of teal blue—which is at the focus of the #TiffanyBlue campaign.
To celebrate Paper Flowers as the first new jewelry collection to be released under chief artistic officer Reed Krakoff, Tiffany & Co is splashing color on the streets of NYC. To help urban explorers discover all of the spots in New York City that have been decorated in the iconic #TiffanyBlue, Tiffany created a custom Google Map detailing all the points of interest. Some of the photo-ops include blue-tinted taxi cabs and subway stations, which of course are accented with plenty of paper flowers.
This edgy, experiential campaign from Tiffany is a reflection of one way that Krakoff is redirecting the brand to capture Millennial interest.
Streetside Jewelry Brand Campaigns
The #TiffanyBlue Campaign Coats NYC Streets in an Iconic Color
Trend Themes
1. Experiential Marketing - This campaign by Tiffany & Co. demonstrates the power of experiential marketing to engage consumers and create memorable brand experiences.
2. Customized Brand Experiences - Using a custom Google Map to highlight specific points of interest showcases the trend of creating personalized and interactive experiences for consumers.
3. Brand Authenticity - Tiffany & Co.'s #TiffanyBlue campaign reinforces the importance of maintaining and showcasing a unique brand identity in order to connect with consumers on a deeper level.
Industry Implications
1. Jewelry - Jewelry brands can explore creative ways to engage consumers through experiential campaigns and customized brand experiences, as demonstrated by Tiffany & Co.'s #TiffanyBlue campaign.
2. Tourism - The trend of creating unique and visually appealing attractions, such as the blue-themed locations in NYC, presents opportunities for the tourism industry to attract more visitors and create immersive experiences.
3. Market Research - By leveraging customized Google Maps and social media campaigns, brands can gather valuable insights about consumer interests and preferences, providing opportunities for market research companies to offer targeted data analysis services.