This Week in Marketing...

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This Week in Marketing…Tiffany insulted an entire generation and perspective on marketing in a post-Covid world.

Tiffany & Co., a luxury jewelry brand, rolled out a campaign called "Not Your Mother's Tiffany,"?and it was not well received by its loyal fan base.

The campaign’s videos, running on Instagram and Twitter, feature posters of young, edgy-looking models—along with the words “Not Your Mother’s Tiffany”—throughout LA and New York.?

Here are a few of the responses from followers on Instagram:

“As a mother who has spent the last 15 months working from home and homeschooling my daughters at the same time I feel really offended by your campaign. Mothers all over the world have been hit particularly hard by the pandemic—I am not sure this is [the] right moment to diminish us (it obviously never is). If it wouldn't hurt my husband I would take off my Tiffany's wedding band and my Tiffany's engagement ring right now,” Instagram user @drea_steiner commented.

“As a mum and older woman you're saying you don't need me as a customer anymore,” @mexwinder commented.

As a mom and a former Tiffany enthusiast, I, too, was a bit put off by the campaign. Less so because it was irreverent and more so because it just missed the mark; it's an idea that's been done over and over and lacked creativity. We are also in a time where young women and girls have revived the brand and are wearing "their Mother's Tiffany." In fact, that's what has made it cool again, the vintage nature and the classic feel.

They also dropped the Tiffany signature blue. It’s being compared to the 1988 Oldsmobile ad “Not Your Father’s Oldsmobile.”

If you want to know what actually happened, check out the dirt (full story) in the Marketing Week article . It all started when LVMH, the french luxury conglomerate headed by Bernard Arnault, agreed to buy Tiffany for $16.2bn.

The lesson here, research is always a good idea.

A segue into my next topic. The University of Oxford has published the largest-ever academic meta-analysis on brand outcomes.

This research is based on Kantar’s CrossMedia Brand study database of 1105 campaigns from 557 global brands across 51 countries and 23 industries. A $13 billion media investment over ten years. Access the white paper .

Their key findings:

1. No single media mix is best for every brand outcome. By analyzing 1000-plus campaigns in Kantar’s CrossMedia database, researchers identified nine common "clusters" or combinations of media channels to provide "different levels of performance for different goals."

2. Most campaigns could achieve greater effectiveness by allocating less spend to TV. Indeed, a model devised by the academics behind the study suggested that the average campaign could be 2.6x more effective with a different allocation of spend underpinned by a “goal-orientated” approach.?

3. Planning needs to be focused on a precise desired brand outcome.

In each case, the study concluded that – on average – advertisers would benefit from reducing spend on TV to no more than 50% of the total campaign budget. For awareness, brands might achieve greater effectiveness with additional investment in Facebook, YouTube, and cinema media. For consideration, media like newspapers, magazines, and point-of-sale may prove beneficial.

(Credit: WARC)

What’s Trending Right Now

It seems every article on marketing is related to “navigating the post-covid world.” There is an opportunity as the world reopens to have a voice and bring people back together again. This is a time for brands to reemerge and become relevant again. There is heightened receptivity. This is the time for brands to say something meaningful, establish new relationships, and engage loyal audiences.

As the world takes a collective deep breath, how will your brand show up?

What to Read Right Now

I love a good newsletter. Here are some of my favorites…

321 Thursday - James Clear

Seth’s Blog - Seth Godin

Morning Brew

Wait but Why - Tim Urban and Andrew Finn

The Skimm

Total Anarchy - Ann Handley

What are you reading and loving? Let me know in the comments.

Missed the last Modern Marketer series, check it out here...100 Things I Know About Marketing

Interested in reaching over 64,000 marketing enthusiasts direct to their inbox? Send me a DM.

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Thanks for subscribing to my newsletter. I post regularly on branding, marketing, career tips, social media, and Linkedin. For more on me, check out my profile or visit?kristingallucci.com . I'm also passionate about using social media for good, check out my?TED talk .

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