Who What Wear for Tiffany & Co
Who What Wear and Tiffany&Co partnered on #TheStreeties, an annual editorial franchise that celebrates the best street style moments at Australian Fashion Week. Every year, the Who What Wear team award and shoot the Street Style Star of the Year. In 2017 and in partnership with Tiffany&Co to celebrate its new Hardware Collection, Chloe Hill stole the show.
Street Style Trend Reports
Tiffany&Co sponsored Who What Wear’s street style trend reports, published daily over the course of Australian Fashion Week. Investing in a street style photographer ensured the the images were exclusive to Who What Wear and Tiffany&Co, and featured the Hardware Collection on relevant and brand-safe influencers. Each report was 100% shoppable, directing our audience to Tiffany&Co’s e-commerce website.
Sponsored Editorial Shoot
In addition to the live street style coverage, Tiffany&Co partnered with Who What Wear on its coveted Street Style Star of the Year editorial shoot. In 2017, rising star Chloe Hill followed in Brooke Testoni’s footsteps.
The shoot showcases the strongest trends seen on influencers and the runway at Australian Fashion Week. Giving the Tiffany&Co Hardware Collection more focus and space on screen, the team used custom built and first-to-market “hover” technology, which allowed our audiences and Tiffany&Co’s customers the opportunity to interact with the images and see the product shot up-close and on a new angle. Each look was also 100% shoppable, directing our audience to Tiffany&Co’s e-commerce website.
Bespoke Content For Platforms
Understanding our audiences consume our brands across multiple platforms, #TheStreeties included content created specifically for each platform. This included Facebook, Instagram, Pinterest, a shoppable newsletter and more.
Drawing on our influence in the fashion and blogger community, #TheStreeties campaign was shared by our powerful influencer community, the INF / Network, which includes Chloe Hill, Sara Donaldson, Talisa Sutton to name but a few.
Average Dwell Time
The Solus EDM was the perfect addition to the campaign. It was sent to our WWW email subscribers offering Tiffany&Co greater awareness, while also directing readers to the Chloe Hill sponsored editorial shoot story.