One unique challenge was convincing a premium brand like Tiffany to trust a decidedly less premium brand - the United States Postal Service – to assist with its storytelling. Another challenge was guaranteeing quality content, worthy of a brand like Tiffany.

Tiffany believes that the best loved stories are true. We wanted to invite Tiffany's growing fan base to participate in sharing these stories. As well, the “True Love in Pictures” campaign provided gorgeous content that could live across all of Tiffany's channels including its microsite, and reach new audiences when it was shared on the channels of fans.

We wanted a design that reflected the romance of old postcards from the days of our grandparents. This also reflected the content of the photos, which are often taken in romantic locations.

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 Make Love True” including a 105% gain in traffic on the first day of the campaign and a 75% increase in page views overall. Overall, 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.