Tiffany Targets Millennials With a Social-Influencer Campaign

Young, hip models were tapped to showcase the Return To Tiffany collection

Tiffany & Co. is 179 years old but is looking decidedly fresh-faced on social media these days.

The fine jewelry brand has launched a new social influencer campaign that showcases young, up-and-coming international models with big social media followings: Pyper America Smith, Imaan Hammam, and Fernanda Ly.

The #LoveNotLike campaign was photographed by Cass Bird and crosses print and digital platforms.

“We live in a social culture of ‘like’, but for Tiffany & Co., ‘like’ is not enough,” says Diana Hong, vice president of digital marketing for Tiffany & Co. in a statement. “#LoveNotLike communicates the belief that love, as an attitude, is something to uphold and celebrate.”

To tease the campaign, the models shared “what they love” through their own social channels on July 19. Fans are encouraged to use the #LoveNotLike tag to add to the brand’s dialogue. True to good social-influencer campaigns, Tiffany is striving to capitalize on the models’ feeds—which one could assume are full of young, fashion-loving consumers.



A handful of the posts on Instagram have the #LoveNotLike line scrawled in artsy cursive across the image, and all posts include the hashtag in the caption.

On Facebook, the marketing elements are a little less integrated—and models are introduced in a more straightforward way. This makes perfect sense, since many of Tiffany’s 40-plus fans are probably active on Facebook but may not be on Instagram or Snapchat. “Meet Pyper America Smith, our favorite girl-about-town,” reads one Facebook caption. “Pyper is wearing our new Return to Tiffany® Love pendants in 18k rose gold and Return to Tiffany® rings. ?#?LoveNotLike?.” Nothing complicated about that.

The jewelry on all three models is part of Tiffany’s accessibly priced Return to Tiffany’s collection, which includes charm bracelets, pendants, cuff bracelets, earrings, and rings—all with a heart-shape tag that reads “Return to Tiffany.”  #ReturnToTiffany is present in every #LoveNotLike post.


(Photos courtesy of Tiffany & Co.)

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JCK Senior Editor

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