During my final quarter at Northwestern University, I took. an Integrated Marketing Communications class on message strategy and persuasive communications. For our final project, my team and I were tasked with reimagining the marketing strategy for a struggling brand and crafting three omni-channel campaigns. My classmates and I chose Tiffany & Co., an iconic jewelry brand, which has been experiencing declining sales in recent years. We wanted to bring the specialty retailer back to its true Tiffany blue roots while modernizing the brand for the contemporary consumer.
We uncovered the insight the Tiffany's consumer wants classic everyday jewelry that can be worn anytime/anywhere and will never go out of style. Tiffany jewelry is as much of a staple for the modern woman as a little black dress. From this discovery, we determined that Tiffany & Co. is the most timeless jewelry brand that will never go out of style because Tiffany knows it’s not polite to brag. The project encompasses three omni-channel marketing campaigns (A Modern Proposal, A Part of Me, and A True Return to Tiffany & Co.) that get well-off, mature, high cultural capital, millennial women who are over trend-chasing, to buy their high-end jewelry essentials at Tiffany & Co., by showing Tiffany & Co. offers the most timeless luxury jewelry staples that can be worn every day from work, to weekend, to working out because Tiffany’s jewelry effortlessly communicates sophistication without being ostentatious.
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