Tiffany has long played a role in the world¹s great love stories. Inspired by the new ways people are sharing their stories, Tiffany created “True Love in Pictures,” one of the first campaigns to use Instagram¹s open API. Tiffany encouraged fans to contribute their photos, seeding the effort with help from influential Instagrammers. There were over 3,000 submissions the first six weeks alone.

The payoff for fans? We turned their Instagrams into one-of-a-kind print postcards, which we mailed to them, all over the world, free. For a brand dedicated to turning intimate moments into unforgettable memories, it was only fitting.

To kick off 'True Love in Pictures,' we enlisted two celebrity bloggers, The Sartorialist and Garance Doré. We asked users to complete Tiffany-written expressions of romance, like 'My heart skips a beat when,' and share a photo inspired by the phrase. We enabled photo-sharing with custom filters through an app on Tiffany’s website, as well as the hashtag #truelovepictures on Instagram. At every stage, the content was discoverable and shareable. The campaign created multiple opportunities for Tiffany to engage with fans – whether to view a submitted photo or follow Tiffany on Twitter to learn about the next inspiration phrase.

As a result of 'True Love in Pictures,' a surplus of user-generated, on-brand, inspiring and shareable content was created for all of Tiffany's channels. There was a surge of organic growth and increased engagement across channels, including 110% follower growth on Instagram. Plus, a significant increase in traffic to 'What Makes Love True' including a 105% gain in traffic on the first day of the campaign and a 75% increase in page views overall. In addition, an increased sense of brand unity on all channels. At latest count, a total of 4,000 romantic submissions were shared by users with Tiffany.