Tiffany & Co. embraces smartphone marketing

Campaigns: Fri 4th September 2009

Luxury jewellery brand Tiffany & Co. are using mobile marketing to drive awareness of new stores opening in California.

Jon Carney, CEO of Marvellous, London commented on the campaign saying "the goal was to drive consumers in store." whilst also creating an excitement around the brand's new collection and to increase product sales.

The company's target audience of fashion savvy females aged between 28-54 are perfect for this type of mobile marketing. Research carried out by Marvellous revealed how this group has a high penetration of top-end mobile handsets, in particular the BlackBerry and Apple's iPhones.

The campaign introduced users to the Tiffany & Co. brand experience, a showcase of selected products and the new stores via a .mobi site available as BlackBerry-optimized or iphone optimized.

Traffic to the mobile site was generated via local advertising and geotargeted mobile media, in the form of banner ads placed strategically within other applications likely to be downloaded by the target demographics.

"We identified the iPhone in particular as not only a great way to deliver brand innovation and get that story out, but provide content and functionality that is relevant to that audience, letting them experience the Tiffany shopping experience via their smartphone," Mr. Carney said.

Visitors to the mobile site could browse collections, book appointments in the new retail outlets, reserve products and get directions via Google Maps and click-to-call the store.

"When they get to the store the desired products are waiting for them," Mr. Carney said.

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