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Social media campaign - Tiffany&Co - Make It Sparkle

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- Analysis of the social media campaign "Make It Sparkle" platforms
- Analysis of the tools used to reach the targeted population
- Analysis if the impact of this campaign on Tiffany&Co's brand perception and recognition (KPIs, ROI)

Published in: Marketing
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Social media campaign - Tiffany&Co - Make It Sparkle

  1. 1. ANALYSIS OF A SOCIAL MEDIA CAMPAIGN “MAKE IT SPARKLE” #ATiffanyHoliday MELANIE CALABRESE
  2. 2. THE WORLD OF TIFFANY&CO
  3. 3. TIFFANY&CO SET THE STANDARDS OF JEWELRY IN THE UNITED STATES
  4. 4. COLLABORATIONS - Owned by Hermes Group - Audrey Hepburn® embraces Tiffany’s New York style in “Breakfast at Tiffany’s.” - Andy Warhol and Holiday seasons cards - NFL Vince Lombardi Super Bowl trophy in 1967
  5. 5. SWOT ANALYSIS OF THE COMPANY Strengths Weaknesses Strong sourcing and manufacturing capabilities Brand name synonymous with high quality Strong presence in the direct selling channel increases potential customer base Online sales penetration is impacted by the cautious and emotional approach towards purchasing jewelry Opportunities Threats Increasing presence in the fast growing Asian luxury market, especially China Positive outlook for the global travel industry Increased counterfeit crime will hurt brand image and will convert into losses Intense competition pressurizes margins Increasing labor wages in the US
  6. 6. RESOURCES REQUIRED
  7. 7. A TIFFANY HOLIDAY “Make the Word Sparkle” – PURPOSE OF THE CAMPAIGN • Use the holidays season to promote the magical and luxury world of Tiffany&Co • Use the holidays season to promote their products and give ideas of possible gifts • Maintain brand loyalty of actual customers • Engage new customers in the world of Tiffany&Co • Create a fantastic world around the products that everybody can reach via social medias
  8. 8. KPIs for Social Media Marketing Success • Likes • Comments • Followers • Engagement • Clicks • Mentions • Photos • Times • Sales • Referals • Conversions • Events
  9. 9. External Tools for Measuring Social Media Marketing Success
  10. 10. FACEBOOK Comments and Likes • 1.79 billion users worldwide • 16% each year • 4.5 billion likes recorded in May 2013 • 1.18 billion of users log on to Facebook everydays • The like and share buttons reach to over 10 million websites daily • The most common age demographic is 25 to 34, it represents 29.7% of the users The picture contains an external link: click to see it!
  11. 11. INSTAGRAM Photos • 500 million monthly active users • An average of 95 billion photos and videos shared everyday • 31% of American women and 24% of American men • 4.2 billion posts liked everyday • 48.8% of brands use it • Top brands post 4.9 times per week on instagram The picture contains an external link: click to see it!
  12. 12. PINTEREST Photos • 100 million monthly active users • More than 50 billion pins • 81% of users are female • Millenials use it as much as Instagram • 30% of all US social media users use Pinterest • 87% of active users said their pins lead to a purchase The picture contains an external link: click to see it!
  13. 13. YOUTUBE Engagement • 1.3 billions Youtubers • 5 billion of videos are viewed everyday • 300 videos/hour uploaded on YouTube • 62% of male users, 38% of female users • Biggest age range: 35 to 44 years old • Half of YouTube views are made from mobile devices! The picture contains an external link: click to see it!
  14. 14. TWITTER Followers and Mentions • + 50 million more users from 2014 to 2015 • 300 billion tweets shared • 20.5% of US users were expected to have a Twitter account by 2015 • 37% of users are likely to buy from a brand they follow on Twitter • Twitter is more used on mobile devices than on desktops The picture contains an external link: click to see it!
  15. 15. A KEY ELEMENT TO SUCCESS: LINKING ALL THE SOCIAL MEDIA ACCOUNTS TOGETHER
  16. 16. RETURN ON INVESTMENT • Social Media ROI = (SM return - SM investment) / SM investment % • Investment = labor cost time associated with social media tools + the cost of using these tools + advertising costs + other costs • Return = higher conversion rate + higher brand recognition + returning customers
  17. 17. BRAND AMBASSADORS
  18. 18. COMMUNITY RESPONSE • The first way for a brand to know if the social media campaign has an impact on customers is to see how people interact with the content • The more the hashtag is used by users, the more it means it fits with a moment, an envy, a feeling at a specific moment of their lives.
  19. 19. EVENT BASED • Engage customers in the real life world
  20. 20. SWOT ANALYSIS OF THE CAMPAIGN • Broader range of customers • Diversified range of customers • Customer Relationships • Cost—saving • Successful anyway STRENGHTS
  21. 21. SWOT ANALYSIS OF THE CAMPAIGN • Short-time visibility • Information overload WEAKNESSES
  22. 22. SWOT ANALYSIS OF THE CAMPAIGN • New customers • Relationships • High ROI • Word of Mouth communication OPPORTUNITIES
  23. 23. SWOT ANALYSIS OF THE CAMPAIGN • Open-source • Competition THREATS
  24. 24. WHAT’S NEXT?

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