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TIFFANY & CO. GETS EDITORIAL: Tiffany & Co. will introduce original editorial content for the first time today by way of a new microsite and corresponding app. While not new to the social media game — the brand is proficient in Twitter, Facebook and even launched an engagement ring finder iPhone app last year — this is the retailer’s foray into “edvertorial” content. Accessible from the main Web site, tiffany.com, the entirely in-house developed “What Makes Love True” microsite uses an on-brand approach to create a go-to resource for consumers.
“People have come to us for decades for advice on jewelry, but the conversation inevitably goes to other romantic elements, such as what the romantic spots in New York are or what other advice on love can we provide,” said Caroline Naggiar, Tiffany & Co.’s chief marketing officer. “We were really inspired by this, and with all of the opportunities on the Web, we wanted to gather this wisdom and these stories and share it in one place.”
In addition to tales from real life couples — in the form of film and photographs — there are “When Love Gets Serious Tips” gathered from the brand over the last 175 years, a forum where users can share the places their “hearts beat faster” in New York City, restaurant, cocktail and culture suggestions, romantic playlist recommendations and even a short film created by Ed Burns.
— RACHEL STRUGATZ