Malaysian Media Awards Winners Showcase

2019 | |

Tiffany & Co spending big with small amount

Advertiser: Tiffany & Co.
Brand: Tiffany & Co.
Creative Agency: -
Credits: -

The Challenges
Tiffany & Co. has been a prominent jewellery brand for decades. With an upcoming Paper Flower collection launch and in a mission to woo the affluent, we collaborated with Malaysia Tatler to showcase the jewellery collection on their publication and organised an exclusive tea party event. But how do we provide an exclusive, targeted brand experience with a mere budget of RM85k?

Insight, Strategy and the Idea
Exclusivity and indulgence are the top priorities of Tiffany’s target audience. Impact and prominence is key to establishing the lavishness of the launch. Having the product at the front page with key KOL would be ideal but how do we afford that without going overboard with our budgets. We established a collaboration with Malaysia’s Tatler to feature our products on front cover and leveraged on their affluent list of key personnel to launch our collection by providing these group of potential customers a firsthand experience to marvel the Paper Flower collection through an afternoon tea soiree.

Media Execution
Making its exclusive print debut and adorned by two prominent KOLs on the front page of Tatler, the edition’s cover story showcased the Paper Flower range across 10 pages. This is followed up by an exclusive, invite only preview targeted at the publication’s network of high net worth individuals. The hype and coverage over Malaysia’s first Paper Flower preview tea party gave high prominence to the attendees, Tiffany as well across Tatler’s digital and printed content.

Results and Effectiveness
Endowed with RM85k to optimise effectively, we achieved the following:
• We managed to identify, target and garner the interest of Malaysia’s 30 most influential people
• In partnership with Tatler, we generated 6,995 page views of video sponsorship
• Delivered 94,248 impressions on Tatler’s display advertising through mobile and desktop with 0.31% CTR (290 clicks).