Tiffany unlocks new dimensions of love for Qixi

Love is a many-splendored thing. For this Qixi Festival, also known as Chinese Valentine’s Day, brands are pulling out all the stops to capture love’s diversity and engage consumers in a tough economic climate. Luxury brands remain enamored with Qixi which falls on August 10. The love-themed festival with roots in local culture is a major driver of August revenue for the sector. Last year, luxury brands’ Qixi campaigns outnumbered those for 520, Valentine’s Day, or Spring Festival. Cutting through the clutter of romantic marketing, Tiffany & Co. brings a fresh twist to its 2024 campaign, explored in this partnership article. Debuting a new Tiffany Lock series pendant in China, the American jeweler redefines love through a unique lens. The campaign transforms love into a symbol of protection, embodied by the padlock – a classic Tiffany emblem since the late 19th century. Diverse dimensions of love Tiffany collaborated with Chinese lifestyle media platform YiTiao to create a series of short films titled “Protection Is a Form of Love.” The four films explore love across different dimensions: partners, friends, family members, and oneself. The first film, released on July 18, follows the story of post-1980s designers Li Yeye and Yan Yan. After Yan undergoes chemotherapy, the couple move to a remote Chinese island and plant a lush home garden. The story appeals to modern consumers’ desire for real-life stories, overcoming adversity, and a simpler life close to nature. The generational choice aligns with the demographic buying jewelry at Qixi. According to JD.com’s Qixi Consumption Observation report, jewelry was the top purchase in 2023 for those born post-1980s. Jewelry also ranked highly for “self-love shopping,” a growing trend, especially among female consumers. A second film, released on July 24, features Chinese actors/models and long-time friends, Qu Ying and Hu Bing – who have a Weibo fanbase of 2.03 million and 13.34 million, respectively. In the film, they share stories of mutual support. Each wears matching Lock pendants, bracelets and earrings. The jewelry maison’s first Qixi short film has been viewed 8.49 million times on Weibo, and the second 7.49 million times by July 31. Comments reveal viewers are touched by the relationships and love portrayed in each film. The final two films in the series are scheduled for release in August. Locked into love The choice of the Lock by Tiffany collection is significant. Launched as a bangle in 2022, the collection was inspired by a gold padlock brooch from the Tiffany Archive, gifted by a husband to his wife in 1883. A new Tiffany Lock bimetal gold half-pave diamond small necklace made its global debut in China for Qixi, launched a month ahead of the festival on July 10. Aside from its beauty, the symbolism appeals to Chinese consumers, especially younger generations, who crave a sense of protection and strength in uncertain times. Keeping it fresh Bringing an interactive element to the campaign, Tiffany’s WeChat mini program is hosting an interactive Lock AR experience. Users can enter through a keyhole and follow a flying staircase set against their real-life backdrop. Here, they can record personal love messages and read others’ messages as they discover information about the Lock’s history and design. At the top of the staircase, the jewelry pops into a coveted Tiffany-blue gift box – with a direct link to the WeChat store. On July 24, stars Qu Ying and Hu Bing joined Tiffany brand ambassadors Elaine Zhong and Henry Lau for a Qixi-themed livestream on Weibo, Xiaohongshu, WeChat and Tmall. The livestream garnered 37 million views across all the platforms that evening. Special product releases, short films, livestreams and interactive AR are all effective ways of building emotional connections with Chinese consumers by providing genuine entertainment combined with convenient in-app purchasing. Chinese market focus Tiffany has been very active with Chinese festival marketing in recent years. Two months ago, the brand ran a campaign for 520 day, another romance-themed internet shopping fest that sees jewelry purchases rise. For 520, Tiffany focused on another of its symbolic collections, the Tiffany Knot, presenting a campaign film of animated visuals that amassed over 13 million views on Weibo as of yesterday. The evolution of these romantic campaigns is emblematic of Tiffany’s deepening ties with the China market. Since being acquired by LVMH in 2021, the jeweler has sought to broaden its consumer base, both generationally and geographically, with China as a focus. In addition to new boutique openings and high-jewelry events, such as the global debut of the Fall edition of Tiffany’s Blue Book in Shanghai, a consistent roster of carefully strategized campaigns linked to local festivals is enhancing engagement across various consumer segments. The latest Qixi campaign, integrating multiple social platforms, digital formats, and generational groups, forges new ground. With a clear understanding of Chinese consumers' aspirations and concerns, it boldly sidesteps marketing clichés to resonate deeply and authentically, aiming to “lock-in” brand loyalty in China’s competitive jewelry market.

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Tiffany unlocks new dimensions of love for Qixi