High Jewelry has traditionally been an extremely closed off industry, partly to retain the mystique and also by nature of the delicate craftsmanship and costly jewels. But Tiffany China needed to broadly communicate our High Jewelry heritage and in turn halo our rich brand history and incredible savoir faire to Chinese consumers who had previously only associated the brand with our iconic blue box and fashion jewelry.
Thus, we created an immersive and rich Tiffany Wechat High Jewelry mini-program, the first of its kind for the industry, democratizing High Jewelry, whilst still retaining the exclusivity and highlighting our craftsmanship and storied brand codes. Expanding on the theme of the sea with the global line “Out of the Blue”, we brought the delicate jewelry sketches of Jean Schlumberger to life within a fantastical underwater world that users could seamlessly navigate thru the Tiffany mini program.
The results were astounding. Where before users would spend an average 20 seconds on our mini-program, we had an over 2 minutes average user time. There was also increased user registration for the Tiffany Mini Program as a direct result of this interaction.
