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Thinking Outside of the Little Blue Box
Tiffany & Co.
#Redefine
Integrated Marketing Communications Report
for: Paul Gillespie
Elizabeth Keary
Julia Marchionda
Natalie Rendall-Gonsalves
Madison MacDonald
Lina Darmohray
Table of Contents
Brand Review 1
Background Overview & the Specific Challenge 2
Target Market Overview 3-4
Competitive Landscape 5-6
IMC Objectives 7
Creative Strategy & Tactic Recommendations 7
The #Redefine Experience 8
Media Recommendations 9
Campaign Flowchart 10
Budget 11
12-14
Graphic Treatment
15
Conclusion
16-17
Appendices
18-21
References
Brand Review
Since 1837, Tiffany & Co. has been one of the finest
American jewellers. Their iconic pieces and lasting
style have solidified their place in consumers’ minds
as an iconic luxury product.
Several things come to mind when one utters the name
Tiffany’s. There’s Audrey Hepburn wistfully peering
into the windows of the flagship Tiffany & Co. store
whilst the rest of New York begins to awaken. There’s
Marilyn Monroe cheekily belting out “Tiffany” as she
dances around a host of lovelorn suitors. Tiffany’s pieces
are yet more iconic than the stars who wear them. The
Tiffany’s diamond setting is the standard of quality
and design for all engagement rings since 1886. The
“Return to Tiffany’s” design has been coveted by young
women for the past several decades. In 1926, Tiffany’s
standard for platinum quality became the industry
standard adopted by the United States. Tiffany & Co.
embodies clean, elegant, and iconic design.
In addition to its iconic design, Tiffany is strongly
associated with the act of gifting. People go to Tiffany’s
for a truly special and meaningful gift for a variety of
occasions, such as Christmas, Valentine’s Day, Mother’s
Day, birthdays, graduations, and engagements. People
venture into a Tiffany store if they’re on a supremely
generous mission: to treat a loved one to a little piece
of luxury.
Tiffany & Co. remains one of the top luxury jewelry
brands in Canada due to its timeless style and
aspirational image. Jewelry always signifies status,
but few jewellers speak as loudly with their pieces
as Tiffany. A person can recognize a Tiffany ring,
bracelet, or necklace immediately. Tiffany holds one
of the largest market shares in the Canadian market.
It is recognized by consumers for its clean design,
classic image, and is positioned as an aspirational
jewelry brand.
1
Background, Overview & the Specific Challenge
Over the past two years, Tiffany & Co. has seen This is the primary objective of the #Redefine
declining sales, and has been lacking direction campaign. The secondary and tertiary objectives
without the leadership of a permanent CEO. that will be achieved through this campaign, as well
The cause of these issues is the stagnation of the as through the success of the first objective, are to
Tiffany brand. It is simply not as top of mind as increase top-of-mind awareness and refresh the brand.
other brands at the moment. It is still a strong
brand and this is by no means the end of Tiffany & During Superbowl LI, Tiffany aired an advertisement
Co., but the market is in a particular state of flux featuring Lady Gaga as a spokesperson for the brand
currently, where jewelry is being segmented into and their Hardwear collection. This campaign was
very distinct categories. There are the established, meant to re-establish Tiffany as an iconically New
major jewellers that Tiffany would be a part of, York brand, and create a more edgy and hip image.
but there are also the more affordable jewelry However, this advertisement was met with lukewarm
retailers such as Pandora, Links of London, reviews, despite the explosive halftime performance
and Swarowski. This latter category is growing by Lady Gaga. This campaign was going in the right
significantly and is highly appealing to the more direction, but did not hit the mark in terms of making
price-sensitive middle class, as well as the cash- Tiffany into an edgy brand. This is because Tiffany
poor age group of people ages 18-29. is not edgy, it is classic and timeless. Our objective
instead is to remind people of how classic and timeless
Tiffany currently sits at second place in the the Tiffany brand is, while also making it appear
Canadian luxury jewelry market, with Swarovski more fresh and youthful. This would be in better
coming in first. Our challenge with this campaign keeping with Tiffany’s brand identity.
is to steal enough brand share from Swarovski
to make Tiffany the number one luxury jewelry
retailer in Canada.
2
Target Market
The Canadian luxury jewelry industry was worth approximately
$2.1 billion dollars in 2016 (Passport, 2017). The market is
expected to grow to approximately $2.5 billion by 2021, showing an
overall percentage increase of 19% over the next 5 years (Passport,
2017). The market is therefore growing, making lots of space for
those in the industry who are willing to fight for a piece of the
market. Competition is high, with brands ranging in variances
amongst quality, price, materials, design, etc. This means that
consumers have a lot of choice when it comes to buying jewelry,
as pieces of jewelry can be found at many different price points,
by many different brands.
Tiffany is a brand of luxury, one that has represented quality
and been a leader in fine jewelry for over a hundred years.
Tiffany therefore has segmented the market, focusing more so on
consumers who either can afford, or aspire to be able to afford
their luxury pieces. More specifically, Tiffany’s target market is
divided into two main segments: gift givers, and affluent buyers
(Bell, 2016). Gift givers are those who want to surprise someone
special with a gift, and have the money and disposable income
to be able to do so. Affluent buyers, on the other hand, are those
of a higher income who want to treat themselves. For Tiffany &
Co., these segments are then narrowed down even further through
demographics, and psychographics. Based on purchasing power,
baby boomers and generation X are the major target market that
Tiffany is currently selling to (Bell). Of this group, women of an
upper middle to upper class socioeconomic position are Tiffany’s
target buyers (Bell). These women are followers of fashion, adhere
to aspirational brands, and live in metropolitan or surrounding
areas (Bell). Purchasing from Tiffany’s is an experience and a
lifestyle choice on top of the material product they receive, and the
products a consumer purchases are ones that they might otherwise
expect as a gift (Bell). Tiffany’s second target market is comprised
of spouses, partners, friends and family (Bell). This means that
given the demographics and segments of consumers that Tiffany
has been targeting, millennials have been in a sense, neglected.
3
With the mix of competition and a changing consumer
market, Tiffany’s past focus on older generations has
resulted in the lack of attention paid towards younger
generations, and more specifically, millennials.
Tiffany, in the eyes of some consumers, has grown
to become a little tired. With competition from Blue
Nile, Birks, LVMH, Pandora, Swarovski, and Links
of London, Tiffany, although still an iconic brand,
has lost its top spot in market share within Canada
to Swarovski. Tiffany therefore needs to reevaluate
its target market and marketing strategies in order
to grow with the changing times, a crucial aspect of
this being social media (Bell). Targeting millennials
would revitalize the brand, and keep it as a top of mind
awareness brand for upcoming generations, as it has
been throughout history with previous generations.
In order to appeal to a wider demographic and grab
the attention of millennials, we have decided that it
would be best to set the target market age range from
20-50, focusing our campaigns towards the younger
audience aged 20-35. There are 7,516,400 (Stats Can)
Canadians between the ages of 20- 35, accounting for
20.7% (Stats Can) of the total Canadian population.
Since the primary jewelry user are females, we want
to focus our target towards them no matter if they are
buying the product or having someone gift it to them.
Those that will buy Tiffany jewelry will usually have a
higher disposable income as well as come from upper-
middle class to high income households. Although
most millennials don’t have a high income themselves,
they might come from upper- middle class families
or have significant others buy them Tiffany jewelry
as gifts. A lot of Tiffany’s psychographics are also
focused on targeting aspirational buyers, therefore the
shift to begin targeting millennials could be seen as an
extension of their current target. Tiffany will remain
to be an aspirational brand, but through focusing on
social media, and IMC initiatives, the brand will gain
more top of mind awareness, and ultimately be the
largest player in the Canadian jewelry market.
4
Competitive Landscape
Please note that the top 5 only hold 15.5% of brand shares overall
5The top five luxury jewlery brands in
the mix make up about 15% of the
overall market share. Tiffany’s goal is to
be the number one retailer in Canada
7.2%
Swarovski was founded in 1895 by Daniel Swarovski and beat out Swarovski. In order to do
(History, 2017). The brand specialises in designing this Tiffany must take shares from the
and manufacturing crystals, genuine gemstones and top four brands in the mix. It would
created stones and finished products such as jewelry
and accessories, beauty products, and lighting. also be beneficial to look at the top
Currently it is a successful jewelry and accessory brands that make up part of the rest
company with multiples stores worldwide (Swarovski of the 85% and take shares from them
Group). Swarovski is Tiffany’s largest competitor,
it currently holds the highest number of brand
(Appendix 1). According to passport,
shares, with 7.2% followed by Tiffany & co. with 4.2%. other brands in the 85% include: Kate
(Euromonitor, 2017). Spade, Bvlgari, and Michael Kors (in
that order after our top 5) (Passport
1.9%
Van Cleef & Arpels was founded in 1906 by Paris,
2017).
France by Alfred Van Cleef and Salomon Arpels
(Van Cleef & Arpels, About Us). They sell a variety of
jewelry pieces with most of them inspired by nature Blue Nile was founded in 1999 and is an online
and flowers. Currently Van Cleef & Arpels holds retailer of diamonds and luxury jewelry. The
1.9% of the brand share is the luxury jewelry market, company was developed on the idea that it should
putting it right behind Tiffany’s (Euromonitor, not be hard to choose the perfect engagement ring.
2017). Now Blue Nile specializes in custom designed
engagement rings and other diamond jewelry,
1.1% allowing the consumer to choose exactly what they
want (Blue Nile, About Us).
Cartier was created in 1847 in France by Louis-
François Cartier (Cartier, about Us). Recently
Cartier has become especially popular for its Cartier
Love bracelets and continues to grow in popularity Pandora was first created as a jewelry store by
especially amongst social media influencers and Danish goldsmith Per Enevoldsen and his wife
millennials. As of 2015, Cartier holds 1.1% of Winnie (The Pandora Story, 2016). In 1989 they
the brand share in the luxury jewelry market decided to start manufacturing their own jewelry
(Euromonitor, 2017). in Thailand. Currently Pandora is largely known
for its unique and customizable charm bracelets
and is sold in more than 70 countries worldwide
(The Pandora Story, 2016).
1.1%
Ralph Lauren was founded in 1967 and is one of
the world’s foremost retailer of apparel, home goods,
accessories, and fragrances (Ralph Lauren, About
Us). They are notable for their Polo Ralph Lauren Links of London was founded in 1990. It is
line as well as being the parent company for Club currently an iconic jewelry brand that focuses on
Monaco. Ralph Lauren holds a 1.1% market share capturing the heart and spirit of London (Links
in the jewelry category (Euromonitor, 2017). of London, About Us).
6IMC Objectives
MAKE TIFFANY & CO THE #1 RETAILER OF LUXURY JEWELRY IN CANADA
• We plan to achieve this by taking a minimum of 3.1% market share away from Swarovski to
overtake them in the #1 position
INCREASE TOP-OF-MIND AWARENESS
• Ensure Tiffany is always in the mind of the consumer when in the market to purchase jewelry
BRING THE BRAND INTO 2017
• Achieve this by incorporating more technology (XP execution) and pushing online ordering/
customization
• Consumer involvement on social media platforms
Creative Strategy & Tactic Reccomendations
Our Big Idea: #Redefine: Making Tiffany #1 in Canada
The #Redefine campaign is based on the idea that people, like the Tiffany brand, are in a state of constant
evolution. The products are designed to last a lifetime, but the brand, the style, the feel, the people--those
are always changing, growing, and evolving. The purpose of this campaign is to show that any person, any
piece of jewelry can be redefined. People are not one-note, and neither is Tiffany. Like a diamond, Tiffa-
ny customers are multi-faceted. In executing the #Redefine campaign, our goal is to remedy the stagnation
that has Tiffany placed in the number two spot in Canada for luxury jewelry, rather than number one.
#Redefine is meant to connect with customers in such a way that they can see themselves reflected in their
jewelry. Tiffany will be the vehicle through which customers redefine themselves, their relationships, and
their expressions of love.
The integrated marketing communications plan for the #Redefine campaign is expansive. This campaign
will incorporate digital advertising, social media engagement, print advertisements, a special promotion,
and a major experiential marketing event.
1. Video, YouTube Video stories with storytelling slant, showcasing various Tiffany love stories, stories
an d Television about what specific piece of jewelry means to a person
2. Print (magazine) Print advertisement will be featured in Elle Canada, Flair, and Fashion, all
Canadian magazines with the bulk of the readership in our target age bracket.
Image design will feature various couples and individuals with the tagline
“#Redefine_________” wherein the blank is filled in with an idea like love,
yourself, style, etc.
3. Social Media This will deal with social media user engagement. Followers of the Tiffany social
(Instagram, media pages are invited to share their own story with a picture of them wearing
Snapchat, Twitter, their Tiffany jewelry with the hashtag Redefine.
Facebook, etc.)
4. Experiential This will be our major event for the campaign. The event, The Tiffany Diamond
Dome, is scheduled for early September in order to coincide with the Toronto
International Film Festival (TIFF). This event is an interactive, exclusive, and
immersive experience in order to bring Tiffany into the 21st centruy.
5. Out of Home We will place TTC ads in subway cars and stations in the months preceeding
Christmas to round off the yeaof the #Redfine campaign.
7Tiffany Diamond Dome
The #Redefine Experience
Inspired by D-grade colourless diamonds, the Tiffany #Redefine Experience is an exclusive, luxurious
experience. This event will take place under a geodesic dome, erected at Yonge and Dundas Square that will
take guests on an immersive journey through Tiffany & Co. By day, the dome will glitter in the sunlight like
a flawless, D-colour, brilliant diamond. By night, we have the ability to create video that will be projected
onto the outside of dome. We envision footage being shown from our online video series, and turning the dome
itself into a diamond at nighttime (utilizing light to mimic the way it refracts through a diamond) to create
a sight to be seen all the way from the top of the CN Tower. Inside, there will be a number of experiential
elements to the dome such as: 3D printing of pre-designed Tiffany jewelry prototypes to take home, an analog
Instagram light table, and a digital graffiti wall encouraging guests to illustrate what they will #Redefine.
Because of the unique elements we intend to offer, this event is going to be by invite-only. We will reach
out to a number of prominent people in the Toronto fashion community, key people from Tiffany Canada,
magazine writers and editors, and Toronto socialites to name a few. To elevate this event, we will seek out
an official champagne sponsor, likely with Moët or Veuve Clicquot, and create a custom finger-food menu
with chef Susur Lee. The #Redefine Experience will run in early-mid September, parallel to the Toronto
International Film Festival. We are choosing this time period in order to capitalize on the additional traffic
brought in by the festival, but also because of the availability to invite celebrities that will likely be in town.
By offering these immersive activities with our #Redefine Experience, we will be able to create a stronger
bond with our target and encourage them to #Redefine their relationship with the brand.
8Media Television advertisements will be rolled out during
the same times as the blue box promotion, in May
and November, as well as the month of January.
Recommendations These months will help to ramp up brand awareness
and desire before wedding season, Christmas,
and Valentine’s Day, which are undeniably the
The #Redefine campaign will be a year-long most critical buying periods for Tiffany. These
campaign in order to capture all the key jewelry advertisements will take the form of video stories
occasions: Christmas, Valentine’s Day, wedding depicting how Tiffany can be used to redefine
season, graduations, Mother’s Day, etc. Jewelry some aspect of the subject’s life, whether it be a
purchasing is not a particularly season-specific relationship, a self-perception, etc. It is one of
event; there are occasions in which people buy the core depictions of the #Redefine campaign. In
jewelry throughout the year, so it would be more addition, these ads will be promoted on YouTube on
effective to extend the scope of the campaign to a the Tiffany channel throughout the year to maintain
full year rather than six months so as not to neglect the presence in that space.
any other jewelry-related occasions. Each of the
integrated marketing communications executions are As we are focused on the Canadian market, our
strategically scheduled to achieve specific objectives, print advertising will be placed in Elle Canada,
as outlined below. These in turn are meant to forward Flair, and Fashion magazines. These bi-monthly
the overall objectives of overtaking Swarovski as the advertisements will serve to complement the video
number one luxury retailer in Canada through sales, and social advertisements, while also directing
and increasing top of mind awareness. consumers to the website and social media pages
and encouraging engagement. The rationale behind
For Tiffany’s main social media channels, Facebook these monthly print advertisements is that these
and Instagram, will open the year by introducing the magazines are read primarily by our target market
#Redefine campaign. There will be regular postings and continues to advance our overall objective of
encouraging user generated content, engagement, increasing top of mind awareness.
and sharing. The objective for this portion is to start
encouraging brand awareness, which is in keeping We also plan to place advertisements on the subway
in line with our overall goal to increase top-of-mind in November, again to really drive Christmas and
awareness. early Valentine’s Day sales. Station advertisements
will be strategically located at Union, Bay, and
Our promotional offering to have a complimentary Yorkdale stations in order to place the Tiffany brand
monogram sleeve on the iconic Tiffany blue box in consumers’ minds just as they reach areas with
is scheduled to be valid on online orders only, and Tiffany locations.
only during the months of May and November. This
promotion serves several purposes. Firstly, it will The major experiential execution of this campaign
drive Tiffany’s lagging online sales, and secondly is the Tiffany Diamond Dome event, to take place in
will encourage sales during two of Tiffany’s busiest early September. The timing was chosen to coincide
seasons: the month leading up to wedding season and with the Toronto International Film Festival. The
the month before Christmas. Finally, this promotion aim is to have as many celebrities as possible, and
will also dramatically increase online engagement. because this event is exclusive and invite-only,
The iconic blue box is already a perfect picture to timing it around TIFF will increase the likelihood
Tiffany customers, but a blue box with the customer’s of attendance. More extensive details regarding
name on it is truly Instagram-worthy, and a keepsake the Tiffany Diamond Dome event are explained in
in itself. This goes back to our campaign objective of a previous section. Additionally, the event will be
overtaking Swarovski as the the number one luxury enhanced by using a Snapchat geotag to encourage
jewelry retailer in Canada. online engagement and social media awareness.
9Campaign Flowchart 10
Budget
MEDIA FUNDS ALLOCATED
Television $1,500,000
Print $60,000
TTC Super Interior $4000
Instagram $10,000
Snapchat (geotag for #Redefine Experience) $1500
Faceboook $10,000
Redefine Experience $1,500,000
Personalized Box Promo $100,000
YouTube Content $250,000
TOTAL: $3,435,500
The largest piece of our budget will go towards We plan to run these spots in May, November, and
executing our #Redefine Experience event. In January: the months before peak wedding season,
order to bring in the dome, the interactive elements, Christmas, and Valentine’s Day respectively. The
food, drink, and other necessities, we estimate this rest of the funds will be assigned to print ads in
event will require approximately $1.5 million. We magazines like Flare, Elle Canada, and Fashion,
understand that this is quite a sizeable piece of the where they will run every other month in a puls-
budget, however this event will serve as Tiffany’s ing pattern to give the illusion that Tiffany has a
coming out party to the 21st century. Additionally, constant presence. We have budgeted $10,000 to
the other media executions we are recommending the production of content for both Facebook and
are not nearly as costly, leaving us with a healthy Instagram, with $250,000 reserved for the creation
portion of the budget leftover to allocate for other of content for our YouTube channel. To help drive
methods. To encourage interaction on Snapchat, online sales, we plan to run a personalized box pro-
we will establish 2 geotags for the #Redefine motion, to be offered with an online purchase in the
Experience: one in the Yonge-Dundas area where months leading to Christmas, Valentine’s Day, and
the event will be held, and another in the area of Mother’s Day. For this, we have budgeted $100,000
the Bloor St store (Appendix 2). These will be as we intend to utilize box sleeves allowing for cus-
designed in a way that will encourage sharing, but tomization, but also not tampering with the clas-
also help to drive traffic between the two locations. sic Tiffany box for those customers who would like
Based on Snapchat’s estimates and the current the best of both. With the funds leftover, we have
exchange rate from USD to CAD, the cost to offer some room should we need to inject more cash into
these tags will be about $1500 for the day of the certain executions like the #Redefine Experience,
event. In September, to coincide with TIFF and our to create a permanent Snapchat filter at the Bloor
#Redefine Experience, we plan to execute a subway St W store, or extending/permanently offering the
super-interior takeover on the Yonge-University customized box sleeve.
line; we estimate this will cost $4000. An equal
amount of funds to the #Redefine Experience will
be allocated to television spots.
11Graphic Treatment
These are some examples of possible ads to run in the subway, as well as an example of what they
would look like in a subway car.
12Snapchat contact and geofilter.
Print ad examples
13Social media post examples
14Conclusion The #Redefine campaign is extremely expansive
and will be applied to a few different IMC
initiatives, all strategically planned to air/run
To conclude, our plan starts with expanding the during certain months of the year. Because gift-
age group of Tiffany’s target market from ages 35- buyers are such a large part of Tiffany’s target
50, to ages 20-50. This will allow us to continue to segment, optimizing our initiatives will be achieved
target Tiffany’s current customers, while growing through perfectly timing the release of each and
Tiffany’s market to acquire a larger consumer base. every one. These initiatives include print, social
The objectives of this are to one, take more market media, experiential, and other special promotions.
share from other brands in order to take Swarovski’s Our major experiential event, also planned to
number one place in Canada. The second objective take place in September in order to coincide with
is to revitalize Tiffany as a brand, in order to bring the Toronto International Film Festival, will
back it’s top of mind awareness. serve to re-introduce Tiffany in 2017. This event
will be huge in reinstilling the luxury, and class
A strategy in achieving this objective circles back to of Tiffany as a brand. The media and attention
the widening of Tiffany’s target market. Our IMC received through this event will be one more way to
initiatives will be focused towards the younger end redefine the brand, while being sure to stay true to
of our target market, 20-35 year olds. Introducing the authenticity and history of Tiffany.
Tiffany in 2017 will, through our strategies and
tactics, refresh the brand while still catering to the In the future, Tiffany should continue to redefine
needs and wants of the classic Tiffany customer. who they are in order to stay current and relevant in a
The #Redefine campaign is the best way to get the constantly evolving world. While doing so, Tiffany
job done for our client because it is the perfect way should still remain true to who they are as a brand,
to communicate our strategy in revitalizing the and what they have represented and demonstrated
brand, in a way that is powerful and influential to throughout history. Keeping within the essence of
the consumer. the brand while staying in top-of-mind awareness
of consumers will keep Tiffany as the iconic brand
Although Tiffany’s products are designed to last a that they have always been. Therefore, staying
lifetime, the people wearing them are constantly more present on social media and adopting more
changing. The idea of growing and evolving is current and progressive IMC strategies will serve to
therefore a common idea, relatable both to Tiffany bring the brand to the number one spot in Canada,
as a brand and their consumer. The #Redefine over-taking Swarovski’s current position.
campaign is hence the perfect way to create a
connection between the brand, and their target
audience. The idea of redefining your own style, or
constantly keeping up with the times and evolving
is an idea that is pertinent to not only people, but
brands as well. The #Redefine campaign is therefore
meant to connect with customers in a way where they
can see themselves, and their own personal growth
and evolution, reflected in the Tiffany brand. The
campaign is the perfect means through which
customers can redefine themselves, their own style,
relationships, and declarations of love.
15Appendix 1
Brand Shares in Luxury Jewellery 2015
Swarovski, 7.2, 7%
Tiffany & Co, 4.2, 4%
Van Cleef & Arpels, 1.9, 2%
Cartier, 1.1, 1%
Ralph Lauren, 1.1, 1%
Other, 84.5, 85%
Swarovski Tiffany & Co Van Cleef & Arpels Cartier Ralph Lauren Other
Brand Shares in Luxury Jewellery 2015
Swarovski 7.2
Tiffany & Co 4.2
Van Cleef & Arpels 1.9
Cartier 1.1
Ralph Lauren 1.1
Other 84.5
Total 100
Top 5 Total % of Brand shares 15.5
16Appendix 2 17
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