Reimagining a Legacy Luxury Brand for Youth in a Mobile-First Content Ecosystem.    

To support a youth-targeted product relaunch, Tiffany & Co. brought its iconic heritage to Snapchat, aiming to connect with a new generation through platform-native storytelling and cultural relevance.

The campaign goal was to create engagement that felt both elevated and authentically aligned with Gen Z behavior. Rather than repurposing traditional luxury assets, the initiative focused on building a mobile-first strategy from the ground up, designed to meet audiences where they naturally engage, create, and communicate.

The strategy included competitive analysis, audience targeting, creative development, media buying, and cross-channel promotion. Every touchpoint, from augmented reality experiences to interactive content tiles, was crafted to reflect Tiffany’s brand values while embracing the immediacy and creativity that define mobile platforms.

At the heart of the activation was the #LoveNotLike lens, a Snapchat experience encouraging personal expression and the redefinition of modern love. The activation ran across key markets including the U.S., Australia, and Italy, driving both cultural relevance and measurable impact.

Campaign Performance Highlights

• 48,000+ organic Snapchat followers

• 86% average video completion rate

• 55% tune-in rate on branded content

The campaign demonstrated that luxury brands can succeed on youth-dominated platforms by respecting the unique language and rhythm of digital culture. By creating content designed specifically for Snapchat’s ecosystem, Tiffany & Co. was able to generate real-time excitement, deepen emotional connection, and extend its legacy to a new audience.

This activation served as a blueprint for how high-end heritage brands can balance tradition with innovation, building bridges to the next generation without compromising identity. The result was not just visibility, but resonance: a mobile-first moment with the lasting elegance of Tiffany.