True Love In Pictures — Olivia Ing

Capturing moments of true love with technology

Tiffany & Co's What Makes Love True, a "unique guide to matters of the heart," launched an interactive photo blog, "True Love in Pictures." The retailer tapped the talents of street style photographer Scott Schulman (of Sartorialist fame) and his girlfriend Garance Dore to Instagram their version of true love to serve as a source of inspiration for future users. I was instrumental in the inception of the digital initiatives where Tiffany was one of the few brands inviting the Instagram community to share their love stories at the time.

Creative Direction
Digital & Social Activation
Content Strategy
User Experience Design
Graphic Design
Operation Management
UGC Moderation

Tapping into the rising popularity in social sharing of self expression, ordinary lovebirds can share their own photos to the gallery online, via a special filter iPhone app or Instagram.

I played a leading role in the art direction and user experience for the digital platform. This resulted in over 100,000 total lifetime global submissions with press coverage including Elle Magazine, New York Magazine and Luxury Daily. Through this digital campaign, Instagram has featured Tiffany as a brand that exemplifies innovative way of technology integration.

Tiffany & Co. offered to convert users’ digital submissions into physical postcards—and mail them “to that special someone.” Later, it introduced Love Notes, a personalized way for fans to send their photos and captions via e-mail, Facebook, and… — Tiffany & Co. offered to convert users’ digital submissions into physical postcards—and mail them “to that special someone.” Later, it introduced Love Notes, a personalized way for fans to send their photos and captions via e-mail, Facebook, and Twitter. We partnered with influencers from around the world - the likes of @alice_gao to join in and spread the love.

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