Carters Partnership with Tiffany & Co. Is A Game Changer. Here's Why
For decades, Tiffany has been known for its luxury jewelry, rings and engagement rings. The brand is all about sophistication, style, and luxury, so it comes as no surprise that it has now teamed up with the Carter family to capture a more urban audience.
#1 Tiffany's Uses The Tactic of Social Currency.
Social currency is your influence on social networks, online and offline communities, and the degree by which your business is shared by others. So the very first tactic Tiffany’s taps into with the Carter’s is their GLOBAL social currency. The brand knew that when the first images of this campaign dropped
customers & the media outlets everywhere would be clamoring to be the first to tell you " Did you see Beyonce page?" “Did you the new Tiffany’s ad with Jay & B in it?”
For Beyonce fans, being the first to inform another Beehive member about a new Beyonce update leverages their own personal status which encourages them to tell more people. Why is this? Becaussssee yal, people share what they think makes them look good. They’ll only share what they believe will maintain or boost their reputation in the eyes of their peers.
Effectively utilizing social currency *chef’s kiss*. Easy money.
#2 Tiffany's Uses The Tactic of Emotion.
Jean-Michel Basquiat was a Puerto Rican & Haitian artist who is Regarded as one of the most influential artists of the 20th century, he rose to success during the 1980s as part of the Neo-expressionism movement.
By using the 'About Love" campaign to unveil a never before seen Tiffany's Blue Basquait painting they will evoke the emotions of shock and excitement thus adding to the potential virility of the campaign.
Additionally, the Basquiat estate comes with its own inherent social currency so this campaign was going to go tf up regardless.
#3 Tiffany's Uses The Tactic of Story Telling
Beyonce is seen styled in a way that honored the character "Holly Golightly" played by Audrey Hepburn in "Breakfast at Tiffanys'“. This was a nod to the brand's past affiliation to the movie. Tiffany's then released a short film with Beyonce singing "Moon River" the most famous song Hepburn sings in the movie.
The story literally told itself, while introducing a new demographic to the brand’s history.
Wrap Up: How to Apply it To Your Brand’s Marketing
Find ways to get people talking about your next campaign in such a way that will leverage their own personal status (Social currency)
Find a way to make your customer base feel something (Emotion)
Tell a story that will tie the themes of your clothes to the story (Story telling)
Tell us in the comments below what you thought about the campaign 👀👀
