Revamping the Digital Proposition of a Prestige Brand

With the world at their fingertips offering more choice, convenience and competition than ever before, consumers hold all the cards in digital commerce. It has never been so hard for brands to cut through the crowd and secure long-term customer loyalty.

In this case, that was its own inspiration - how to make a household name brand like Tiffany’s, world-renowned for luxury, style and quality, break through the digital noise.

The company already had a number of Google Shopping ad campaigns up and running, but it was felt that these were not performing as well as they could do. Project partner, WPP’s Wavemaker, advised that ad campaigns could have a much bigger impact on revenues if they were given a better strategic framework and were built on optimised feeds.

That’s where VML’s expertise came in.

A new strategic framework for ad campaigns was developed with the goal of increasing revenues. The focus was on optimising campaign feeds and reorganising how traffic was directed from search campaigns, increasing the chances of customers landing in places most relevant to their intentions.

Our Commerce Data Management (CDM) team was responsible for building and testing the new feeds, developing a framework that would achieve better standardisation and categorisation by product and material across multiple markets in various languages.

This involved building in capabilities to apply automated custom rules and overrides to give greater control and flexibility to campaign management, allowing targeted campaigns based on the optimised feed logic.

Finally, Wavemaker revamped the way products were labelled and organised within campaign feeds, working with Tiffany’s marketing team to organise category listings into bestsellers and non-bestsellers, and arranging everything by price point. This also helped to optimise towards conversions and provided valuable insight into product performance.