Context & Challenges
Tiffany & Co sought to harness the Qixi Festival – a traditional Chinese equivalent of Valentine’s Day – to drive footfall to its Old Bond Street store in London and build awareness of its T, Knot, and Key collections among Chinese consumers. The brand wanted a campaign that would feel fresh and relevant to modern audiences while tapping into the cultural significance of the festival.
Strategy & Execution
TONG Global developed a concept inspired by ‘twinning’ looks — using style pairings to expand the meaning of love beyond the purely romantic. The creative celebrated friendships, family bonds, work relationships, and self-love, making the Qixi message more inclusive and resonant for a wider audience.
We invited ten London-based influencers from fashion, lifestyle, and student communities to visit the Old Bond Street store. Each created content that reflected their personal interpretation of love, styling Tiffany pieces in a way that felt authentic to their own story. Content was shared across platforms popular with Chinese audiences, positioning Tiffany as a brand that celebrates all forms of connection.
Results
The campaign generated high visibility and engagement, amplifying Tiffany & Co’s collections during a key seasonal moment while driving both digital conversation and in-store visits. The inclusive storytelling resonated strongly with audiences, aligning Tiffany’s heritage with contemporary expressions of love.
