Context & Challenges
Tiffany & Co set out to connect with Chinese audiences visiting or living in the UK. The aim: build awareness for new collections, and convert online interest into in-store traffic at its London location. With Qixi Festival (the Chinese equivalent of Valentine’s Day) as the cultural anchor, the challenge was to create a story that felt timely and modern, without relying on traditional romance-centred narratives.
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. Broadening the message’s scope, it resonated with a wider audience across Chinese social media.
We invited ten London-based influencers from fashion, lifestyle, and student communities to visit the Old Bond Street store. Their content reflected their personal interpretations of love by styling Tiffany pieces authentically with their own stories. Influencers shared the content on popular Chinese social media platforms, including Rednote (Xiaohongshu) and WeChat. This positioned Tiffany as a brand that celebrates all forms of connection.
Results
The campaign generated high visibility and engagement, amplifying Tiffany & Co.’s Chinese social media presence during a key seasonal moment. This was seen through an increase in both digital conversation and in-store visits. The inclusive storytelling resonated strongly with audiences, aligning Tiffany’s heritage with contemporary expressions of love.
