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Retail
Digital Marketing
Tiffany & Co. - Driving Chinese tourists to global stores.
Tiffany & Co. - Driving Chinese tourists to global stores.
Challenge
Extending reach
As one of the most prestigious jewellery brands in the world, Tiffany & Co. continues to expand its presence internationally. To attract high-value Chinese tourists to their global stores, Tiffany partnered with us to design a travel marketing campaign that would resonate with this key audience. Our goal: to drive foot traffic to Tiffany stores in Tokyo and Singapore by leveraging a creative O2O (Online-to-Offline) strategy, using China’s most prominent digital platforms.
Solution
A multi-channel digital approach
Our campaign tapped into the growing trend of Chinese outbound travel and the increasing influence of digital platforms in the travel decision-making process. To maximize engagement, we implemented a multi-channel digital approach across leading platforms like Ctrip, WeChat, Xiangshou, and Meitu Xiu Xiu, each critical for reaching Chinese travelers at different touchpoints in their journey.
- Ctrip: As China’s largest OTA (Online Travel Agency), Ctrip played a pivotal role in helping us identify high-potential travelers. We crafted targeted ads promoting exclusive in-store experiences and travel packages tailored to Chinese tourists visiting Tokyo and Singapore.
- WeChat: We utilized WeChat for its immense reach and versatility, creating custom mini-programs and personalized content that highlighted Tiffany & Co.’s luxury collections. Our strategy here was to keep Tiffany at the top of mind while users were planning their trips, ensuring the brand was part of their travel itinerary.
- Xiangshou & Meitu Xiu Xiu: These lifestyle platforms helped us amplify Tiffany’s visual appeal by integrating high-quality imagery and influencer content, making Tiffany’s products aspirational and relevant to a younger, digitally-savvy Chinese audience.
Outcome
A thoughtful engagement journey
By delivering a cohesive brand experience through these digital channels, we successfully connected with Tiffany’s target audience of affluent Chinese travelers. The campaign significantly boosted store foot traffic, increased brand engagement, and drove in-store purchases at Tiffany’s locations in Tokyo and Singapore.
Key Highlights:
- Targeted O2O Campaign: Seamlessly transitioned online interest into in-store visits and sales.
- Multi-Platform Strategy: Engaged Chinese travelers through a tailored approach across Ctrip, WeChat, Xiangshou, and Meitu Xiu Xiu.
- Brand Experience: Delivered a consistent luxury experience from digital discovery to physical store visits.
Tiffany & Co.’s travel marketing campaign continues to be a highly successful initiative, attracting Chinese tourists and enhancing the brand’s presence across international markets.
