Tiffany & Co. Japan inc. GINZA FLAGSHIP STORE RENEWAL SOCIAL CAMPAIGN
Atelier planned and produced a social media campaign for the reopening of Tiffany & Co.’s flagship store in Ginza, Japan, a brand often referred to as one of the “world’s top five jewelers.”In addition, we helped define the foundation of their influencer strategy, ensuring the campaign resonated with key audiences across social platforms.
Telling Tiffany’s Story Through Engaging Content
At Atelier, we focus on creating story-driven content that builds brand loyalty. For this project, we highlighted key aspects of Tiffany & Co. and the newly renovated Ginza store . through three distinct pillars: “high jewelry introduction,” “matching with everyday fashion,” and “introduction of the new store.” Each pillar was assigned to a different influencer, allowing their unique stories to align naturally with Tiffany’s brand narrative.
Casting Fit for a Luxury Brand
Under the theme “Luxury Enthusiast,” we casted individuals who not only embody a refined, luxurious world but also demonstrate strong engagement with their audience beyond reach. To showcase Tiffany as “The Ultimate Jewelry Brand,” with jewelry that resonates across all generations and genders, we carefully curated a diverse selection of influencers for the perfect combination. A key challenge was ensuring consistent posting of reels, which we chose as the primary format to maximize reach and allow for impactful storytelling throughout the campaign.
Tailored Content Strategy
One of Atelier’s key strengths is our seamless collaboration with clients at every stage, from casting through to production. We briefed each influencer individually and supported them through the entire process, ensuring their unique voice was maintained while delivering on the client’s vision. The influencers were given the theme “Unveil Tiffany’s rich heritage,” and introduced the brand through unique perspectives: “Secrets of Tiffany,” “Present for me,” and “Outfits with Tiffany Items.”
By closely collaborating with Tiffany and the influencers, we crafted content that conveyed key messages naturally. Communication with the client was in English, while we worked with the influencers in Japanese.
Engaging both Users and Influencers
The campaign successfully blended Tiffany’s allure with the influencers’ personalities, resulting in high engagement, even though PR posts typically have lower interaction. The reels inspired comments like, “I want to visit the store,” “I’ve always admired Tiffany,” and “The bangles caught my eye”, and the campaign exceeded our KPIs across all categories. Furthermore, one of the influencers visited Tiffany’s New York store privately after the campaign, reflecting the strong connection we built between them and the brand.
- clientTiffany & Co. Japan inc.
- our rolePlanning, Casting, Influencer management, Production
- the team
- Agency Kitchen & Company
- Production Atelier Atelier
- Account Director/Producer Klara Blanc (アトリエ) Klara Blanc (アトリエ)
- Project Manager/Casting DirectorShiori Kita (アトリエ)
- Copywriter/Planner Maho Kamagami (monopo Tokyo)
