Quoting from the article, Chris Ramey, president of Affluent Insights said that “Selling product benefits is, today, a failed strategy. Tapping into your prospect’s deep-seated values and emotions is key.”
T & Co. introduced a campaign called What Makes True Love in New York and Paris which allows consumers to upload candid photos that signifies what true love means to them. It is an entire microsite (click
here to visit) that allows consumers to share their love story with the world in the most subtle, yet beautiful manner.
* MEC POV: The jewelry and accessories industry is an industry filled with fierce competitors which mostly focus on the quality of their stones, sterling and such. The advertising campaign are also pretty standard; somewhere along the line there would be an advertisement of an elegant lady donning a piece of expensive bling endowed upon them by their significant other half, which is traditional and effective throughout the years, however Tiffany & Co. used this campaign to truly stood out from their competitors. This campaign connects with the consumers on the personal level, it reminds consumers of their other half and the journey they’ve been through. When emotions are involved, people would connect deeper with the brand and products itself.
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FULL ARTICLE FROM LUXURY DAILY
