Tiffany Celebrates True Love

August 15, 2018
SCMP Updates
Heartwarming stories of real life couples attracted tens of thousands of pageviews to bring brand message to broad audience

To expand the reach of its global “Believe In Love” campaign, iconic jewellery and luxury accessories brand Tiffany & Co. sought the help of SCMP Marketing Solutions as its partner for Hong Kong market deployment.

In addition to locally replicating the success of the international campaign, Tiffany further wanted the campaign to coincide with a time-limited bridal salon pop-up shop at The Landmark.

Tiffany’s “Believe In Love” campaign celebrates love through engaging true stories of real couples who, despite obstacles along the way, found a way for their love to win. Therefore, one of the biggest challenges for SCMP’s marketing storytellers was finding real couples who fit the brief, and were willing to tell their stories on camera. Among numerous tasks, the SCMP team also fact checked the stories, presented stories to Tiffany for approval, scheduled video and photo shooting, wrote the stories, and produced the videos, in addition to content distribution, all with multiple rounds of review, feedback, and edits.

A very genuine and well-produced, emotional video series resulted from these efforts, featuring couples with unique and powerful love stories that epitomise and bring to life Tiffany’s campaign message.

The multimedia episodes comprised videos and written articles hosted on webpages designed and developed by SCMP, with a photoshoot of one of the couples at the pop-up bridal salon. To drive audience traffic, SCMP leveraged eDM blasts, and posts on Facebook, Twitter, YouTube, and Instagram, including abridged versions of the videos tailored for social media dissemination.

Visitor traffic has been very impressive, with tens of thousands of pageviews for Episode 1 alone, which narrated how an initially disinterested Natasha Clausen, eventually crowned Mrs Hong Kong World, met Richard Clausen, a South African pilot, on a fateful flight. Episode 1 showed sustained traffic over the entire campaign period, and was also the highest trafficked article among all articles published in Life / Lifestyle sections on SCMP platforms, over the course of a two-week period since its launch (out of over 100 articles published online). It received more than 1,110 engagements (likes, shares, comments, retweets) on social media within a two-week period.

Another Episode featured the story of same-sex couple Timothy Loo and John Gil who serendipitously met because of a Facebook algorithm.

Contact us to learn how SCMP Content Specialists curate impactful stories to convey your brand messages in creatively engaging ways.
 

About South China Morning Post 

South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing correspondent staff across Asia and the United States.Its editorial teams are powered by emerging digital technologies to create innovative ways to tell Asia’s most important and compelling stories.

Against the backdrop of shifting discovery and consumption behaviours, SCMP reaches users across distributed media platforms including scmp.com, smartphone and tablet apps, social media and messaging platforms, as well as our flagship newspaper.  SCMP is also home to Abacus, a digital news brand focused on China's tech industry; and Inkstone, a daily news brief for those curious about China's growing impact around the world.


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