TIFFANY'S IN CHINA by Fleishman Hillard for Tiffany

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TIFFANY'S IN CHINA

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Industry Jewelry
Media Promo & PR, Case study
Market China
Agency Fleishman Hillard
Released December 2012

Credits & Description

Category: Best Launch or Re-launch
Advertiser: TIFFANY
Product/Service: LAUNCH OF BLUE BOOK COLLECTION
President & Senior Partner: Li Hong (Fleishman Hillard International Communications)
Partner, Senior Vice President, GM of Consumer Marketing: Lydie Liu (Fleishman Hillard International Communications)
Senior Account Manager: Daniel Ye (Fleishman Hillard International Communications)
Senior Account Executive: Rella Xu (Fleishman Hillard International Communications)
Assistant Account Executive: Icy Wang (Fleishman Hillard International Communications)
Media placement: Feature - Vogue - September 2010
Media placement: Feature - Elle - October 2010
Media placement: Cover Story - Modern Weekly - 23 October 2010
Media placement: Event Feature - Modern Weekly - 13 November 2010
Media placement: Feature - Vogue - November 2010
Media placement: Feature - Bazaar - November 2010
Media placement: Cover Story - Elle - November 2010
Media placement: Event Feature - Elle - December 2010
Media placement: Cover Story - Bazaar - December 2010
Media placement: Event Feature - Bazaar - December 2010

Summary of the Campaign
In October 2006, Tiffany & Co. unveiled its first Blue Book Collection, showing the finest designs and gemstone jewellery that Tiffany has to offer each year, at its 5th Avenue flagship store.
Four years later, as China is becoming one of the most significant luxury markets, Tiffany launched its Blue Book Collection in Beijing - the first time that the collection has debuted outside New York.

A series of previews was organised for the Chinese press, and private selling events were organised for guests from all over the world. The closing event of the campaign, An evening of Tiffany glamour in Beijing, was presented at the prestigious Imperial Ancestral Temple, next to the Forbidden City, with special performances by Donna Summer and a roaster of Chinese celebrities.
Following the evening, coverage was immediately and widely seen on Chinese online portals, and the event was the most talked-about fashion topic in town.

We masterminded the event with fully-integrated PR techniques, including traditional media, social media, and celebrity endorsement.
Most importantly, the Blue Book campaign marked the first time that a luxury brand in China took advantage of new media platforms to carry out PR communications.

The Situation
Opportunity Analysis
- China’s domestic luxury market growth picked up speed starting from 2H 2009;
- The Internet is catching up with magazines as a key information source on luxury brands;
- According to Tiffany’s 2010 Q2 report, China was one of the most important markets contributing to the company's growth.

Competitive Analysis
- Competition comes mostly from Cartier (which entered the market in 1990 - 11 years earlier than Tiffany). According to a report by Bain and Company, Cartier tops the jewellery brands which respondents were most likely to purchase in 2010, with Tiffany ranking No.2.

The Goal
Awareness
- Create expansive and in-depth media coverage, online and offline, of Tiffany’s first Blue Book Collection launch in China.

Knowledge
- Increase consumer knowledge of Tiffany’s high-end product lines and brand traditions.

Reputation
- Reinforce Tiffany’s reputation as the diamond authority among the target audience.

Preference
- Expand desire for Tiffany’s Blue Book Collection beyond current connoisseur audience.

The Strategy
We used an integrated PR communications approach through television, magazines, newspapers, online media and social media to reach the target audience.

Besides the mass media, consumer-generated content was extensively seen on video-sharing sites, micro-blogs, and blogs.

- The campaign lasted more than half a year, so communications were divided into three phases (pre-event, on-event, and post event) with different media and content strategies.
- The segmented messages were well-tailored and optimised for different media channels.
- A roaster of celebrities was identified and approached to endorse the Blue Book products with a series of media photo shoots and event participation.

Execution
Pre-event:
To create nationwide media buzz around the key merchandise within the Blue Book Collection, a press preview and photo shoot were arranged in June.

From July to October, two stages of stories were developed and pitched with media for earned editorial placement along with paid advertorial exposure, to further reveal the heritage and traditional values behind the Collection.

Event:
On 21st and 22nd October, 150 editors and bloggers were invited to Tiffany’s Beijing boutique to appreciate nearly 200 pieces from the Blue Book Collection. 18 one-on-one interviews with the most influential media were arranged for the top five management executives. And on the red carpet at the gala, 53 representatives of the entertainment press (TV, print, and online), were invited to capture one of the most impressive celebrity line-ups of the year.

Documented Results
Media coverage for the campaign was widespread, with an estimated audience reach of almost 3.7 billion impressions, and equivalent ad value of 10 million USD.
Highlights included placements in such fashion titles as Vogue, Bazaar and Elle.
Broadcast coverage was extensive with more than 100 million impressions including CCTV2 “Morning News” and CCTV2 “Global Finance Connection” (talk show with one of China’s most influential anchors Rui Chenggang). Impressions of online/social media placements were up to 3 billion, and the headline and images of the gala evening were seen prominently on the homepage of most leading Chinese online portals, including sina.com, sohu.com, and 163.com.