Tiffany & Co. Uses 3 Powerhouse Celebrity Women

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Zhang Ziyi

World renowned actress Zhang Ziyi has acted in blockbuster films Memoirs of a Geisha and House of Flying Dagger.

Brands like Tiffany & Co. and Nike are promoting women’s empowerment to push their brands forward in China. The recent trend of stars espousing the feminist cause and encouraging a more explicit feminist agenda is something that has sparked debate among young people around the world, and China is no exception.

Tiffany focuses on 3 powerhouse women celebrities for its 'Better For it' fitness campaign

Tiffany focuses on 3 powerhouse women celebrities for its ‘Better For it’ fitness campaign

Artists such as Taylor Swift are adored by teenage boys and girls, evidenced by the fact that she managed to sell out three consecutive nights at the Mercedes Benz Arena in Shanghai this week. Brands like Nike are using messages of female empowerment to launch their multimedia campaigns such as its Better For it Campaign.

Drawing on this theme, Tiffany & Co. has tried to rejuvenate the brand and add a layer of meaning to their campaigns along the way. A company traditionally associated with black and white films and ostentatious jewelry can only survive if it caters to a younger audience. This is precisely what Tiffany & Co.’s ‘Unlock the Possibility’ Campaign was hoping to achieve.

Li Yuchun was the winner of Super Girl season two in 2005, and is now one of the most popular celebrities in China.

its  Li Yuchun was the winner of Super Girl season two in 2005, and is now one of the most popular celebrities in China.

Tiffany & Co. chose three women. The first is Li Na, the first Chinese tennis player to win a major championship. The second was Zhang Ziyi, having appeared in Memoirs of a Geisha and House of Flying Daggers, is a perfect way of cutting across segments of the population. The third one is Li Yuchun, the winner of the second season of Super Girl in 2005, and one of the most popular celebrities in China.

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Li Na is the first Chinese tennis player to win a major championship

Tiffany launched a full cult of personality variety of media outlets to show off the achievements of these women, featuring microfilms, their bios and portraits painted by Yu Hong.

Global brands pushing the message of empowerment –however cynical and self-promoting this may be – can help reverse gender trends in every corner of the world. Or can they? Let us know what you think. Before you do, make sure to check out the Resonance China report on Tiffany’s marketing strategy in China, it’s worth a read.

About Author

Social Brand Watch (SBW) is a collection of experts in digital, mobile and social media in China. SBW was created to complement Resonance's China Social Branding Report, a bi-weekly report focusing on modern marketing methods of the world's top brands in China.

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