Certain brands require almost zero advertising. They’re able to build off a loyal consumer base or even take advantage of word-of-mouth awareness. For nearly 200 years, Tiffany & Co. has largely been one of those iconic brands.
Audrey Hepburn had Breakfast at Tiffany’s; the brand’s signature Blue Box has become an instantly recognizable symbol of status and style; and the store has inspired nail-polish shades, bridal-shower themes, and romantic marriage proposals. For many, Tiffany & Co. needs no introduction. And for decades the company kept relatively quiet where advertising was concerned, restricting its ad placements to high-end print and online magazines like Vogue and Vanity Fair, among others.
TV as a Tool
This year, Tiffany & Co. launched its first-ever Super Bowl spot, starring halftime performer Lady Gaga. The commercial aired in 10 local markets around the country, explains AdAge, including New York, Chicago, Los Angeles, and Boston, focusing on where Tiffany’s is most prominent and attainable.
While many iconic brands continue to steer clear of television, Tiffany & Co. has utilized local TV advertising to add value in exactly the way TV is intended to. The jewelry company is launching its new Tiffany HardWear collection in April, designed for the new, modern, urban, chic woman. To introduce the new collection to its target consumers, Tiffany & Co. leveraged the Super Bowl’s large television viewership in combination with the ultimate strong, chic, urban woman as represented by Lady Gaga. The HardWear collection hasn’t even launched yet, but its intended audience has already been reached thanks to this effort.
What Tiffany understands better than a lot of brands—as evinced by its 175-year success—is that it’s important for a brand to evolve with its consumers. Generations of women have chosen Tiffany & Co. jewelry, and the brand has done an excellent job of continually developing high-end products for its ever-growing consumer base.
Know (and Reach) Your Audience
The jewelry brand has very effectively executed a targeted TV spot here. The Super Bowl’s viewership crosses age, gender, political, and economic lines, so there’s certainly no shortage of available impressions. But not all advertising is relevant to all sections of the Super Bowl audience, which is where local TV came in.
Targeting markets in large cities near the coasts of the country concentrated the ad in precisely those cities where there’s a known population of young, successful, strong women who will love this new incarnation of the iconic brand. Additionally, the markets in which the ad was shown are markets in which Tiffany’s is both physically attainable at retail locations and financially attainable for the viewership.
It’s important to target your audience where and when it’s watching television. Whether your purpose is to introduce existing consumers to a new product line or to introduce brand-new customers to a timeless brand they thought they knew, placing an ad in the right place at the right time is immensely valuable and demands careful planning across media channels—including, sometimes, local TV.