Tiffany took to Snapchat to debut its new social media campaign #LoveNotLike.
Headed up by former Vogue Creative Director Grace Coddington, Tiffany is hoping to reach a younger, more digitally aware audience through social media and the power of celebrity.
Sponsored Lenses have proven to be huge hit with brands like L'Oréal Paris who have previously struggled to encourage customers to engage with branded content, let alone post it online and share it with their friends.
Tiffany's Lens was live for 24 hours only and featured the brand's iconic logo alongside a white heart with the words “Return to Tiffany Love” and "Love Not Like" scrawled across the top.
It's estimated that brands are charged anywhere between $450,000 and $700,000 for custom-made filters, with holidays and special occasions increasing the asking price tenfold.
Although Tiffany's lens proved popular with social media stars, including Kim Kardashian and Kylie Jenner, it will be interesting to see how Tiffany and fellow luxury brands monitor the success of these types of campaigns and if selfies really do translate to sales.
Speaking about the brand's social media marketing push, Diana Hong, VP of Digital Marketing said, 'We live in a social culture of 'like', but for Tiffany & Co., 'like’ is not enough. #LoveNotLike communicates the belief that love, as an attitude, is something to uphold and celebrate.'
Alongside the Sponsored Lens, a special #LoveNotLike geo-filter will be available to use at Tiffany stores in the U.S. throughout August..
Words by Dan Flay
Image via Tiffany & Co