World-renowned jewelry brand Tiffany & Co. is changing the luxury brand advertising landscape by tapping into the largely misunderstood “millennial” age group. Launching the #LoveNotLike” campaign yesterday, the brand has broken barriers with its impactful hashtag use, targeting young adults and teenagers alike. The campaign calls for young ones to “love”, not just “like” (a strong reference to the Like action seen on Twitter, Facebook, and Instagram) the new Return to Love collection. Priced affordably and styled in a modern, youthful sense, the collection is a natural fit for millennial jewelry lovers.
The #LoveNotLike campaign features young, attractive social influencers and introduces them in a casual fashion, allowing a personal connection to the ad. In addition to the smart use of the hashtag and the campaign targeting, Tiffany & Co. is also the first luxury retailer to use custom Snapchat filters and geotagging, available at various locations worldwide. Congrats to Tiffany & Co. for breaking out of the luxury retailer routine and embracing today’s social media-influenced culture.