Tiffany & Co Strategic Brand Repositioning

Final Year Fashion Marketing-Integrated Strategic Communications Unit. This video analyses Tiffany and Co's 2018 Paper Flowers campaign, highlighting the importance of strategic thinking, planning and decision-making within an integrated campaign. It explains how Tiffany identified the opportunity to reposition the brand after a period of poor sales, through increasing the appeal to millennial consumers and becoming more innovative and tech savvy in their marketing activities. The video was to be used at corporate away days and marketing team inductions. Password: strategy19