Last week, Tiffany&Co. China followed the current trend of luxury brands in East Asia and turned to a new online campaign that asked for some public involvement. Tiffany&Co. asked prominent Asian photographers to submit photos displaying the new Tiffany Key collection to be displayed alongside the new "Journey behind the door" campaign. The website is in Chinese, but you can visit to see the full collection of photos. The website also allows community involvement in a section that allows anyone to post their own interpretation of the new campaign. Contributors with the most comments will be awarded with Tiffany's products.
Luxury brands like Tiffany&Co. traditionally advertise in print magazines like Vogue and Elle. Tiffany's choice to allow community involvement as well as move to an online medium was a big step. The step took the company from an exclusive feel to an inclusive feel. If only Tiffany&Co. America chose to do the same, the American public would be able to interact with one of the oldest jewelry brands.
More information on the campaign's story can be found here.
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