In the world of luxury jewelry, the expectation used to be clear: high-end brands would showcase their pieces through extravagant television ads, glossy magazine pages and elite runway shows. After all, jewelry has always been associated with exclusivity, elegance and glamour, leading many consumers and industry insiders to believe that only traditional, high-budget campaigns could truly capture its luxury status.
But with the cultural shift towards digital-first strategies, jewelry brands are now being challenged to rethink their marketing strategies. The old rules don’t apply anymore. Instead, today’s customers expect more than just an ad; they demand authentic, engaging stories that resonate with their values and lifestyles. So, how do you make a high-ticket product feel relevant in today’s consumer-driven space?
The trick is finding the right mix of Voices (Celebrities, Influencers, Media, Owned Media and Partners) to tell your brand’s story in a way that resonates. This requires brands to engage strategically with a combination of these Voices to ensure the messaging reaches their target audience meaningfully. And that’s where Media Impact Value® (MIV®)—Launchmetrics’ proprietary metric—comes in. It assigns a monetary value to media placements across social, online and print, helping you understand which pieces of your PR and marketing strategy are hitting the mark.
In this blog, we’ll look at five recent jewelry campaigns that have successfully captured attention, driven engagement and built trust.
Tiffany & Co.— “This Is Tiffany” Jewelry Campaign
In 2023, Tiffany & Co. launched their “This Is Tiffany” campaign, featuring Gal Gadot, Jimin from BTS and Zoë Kravitz. It blended Tiffany’s legacy with a modern, inclusive message, emphasizing the Tiffany T and HardWear collections. The three ambassadors brought their own unique style to the campaign, allowing the jewelry to be showcased in authentic, personal ways that resonate with today’s consumers.
Within the first 48 hours, the campaign generated a remarkable $10.8M in MIV, with the Media Voice driving the highest impact, accounting for $4.67M from 1,136 placements. A standout moment was Jimin’s post, which generated $706K in MIV alone. The campaign also gained major traction on Instagram and Weibo, helping Tiffany solidify its presence in Asia, especially with the launch of a flagship on JD.com in China.
But what really fueled the campaign’s success wasn’t just the power of celebrity influence or the direct reach of the ambassadors’ posts. Our Brand Ambassador Marketing report found that 77% of MIV in ambassador-driven campaigns comes from Indirect Echo—the influence that spreads far beyond the ambassador’s own platforms through third parties such as media amplification and fan conversations. When this kind of impact is created, it is an indicator of the ambassador being culturally relevant, not just someone with high reach. For Tiffany & Co.’s campaign, 74% of the impact was indirect—driven largely by media coverage and fan-generated content that extended the message beyond the ambassadors’ own posts. Tiffany understood this dynamic, using Jimin’s global following and extensive media coverage to broaden the reach of the campaign and ensure that the influence traveled across platforms.
As Tiffany’s former Executive Vice President Alexandre Arnault said, “It’s not about the aesthetic of a piece of jewelry, but how one wears it.” Ultimately, the “This Is Tiffany” campaign proves that success today isn’t just about the ambassador. It’s about how their influence spreads through multiple Voices, creating lasting connections with consumers globally.
Pandora – “Be Love” Jewelry Campaign
Launched in January 2024, Pandora’s “Be Love” campaign successfully captured the brand’s vision of embracing love in all forms. The campaign featured Chloe and Halle Bailey, along with other celebrities like Pamela Anderson and Rosario Dawson., But what really stood out was how Pandora embraced TikTok to engage a younger demographic.
Over the first two days, the campaign generated an impressive $2.35M in MIV. A key driver of this success was Sydney Renay Everhart’s TikTok video, where she discussed how Pandora bracelets had “stopped being cool” and expressed a desire to bring them back. The video quickly went viral and the comments were flooded with users saying they’d started wearing their Pandora bracelets again. This sparked a wave of excitement on the platform, showing how influencer content could revitalize interest in Pandora’s iconic pieces.
The TikTok video alone generated $683K in MIV, illustrating the power that one video can have in shifting perception. Pandora’s focus on influencers was critical, with $1.13M in MIV coming from influencer posts. This was paired with strong media and owned media placements, bringing in a total of $1.2M from various channels.
Pandora’s ability to tap into TikTok’s viral nature shows a shift in how jewelry brands can market themselves. By leveraging influencer authenticity, Pandora made its products feel fresh and relevant again, proving that social engagement is key to staying “cool” with younger audiences.
Wove – Taylor Swift’s Friendship Bracelet
Wove, a small jewelry startup, found itself at the center of a massive digital frenzy after Taylor Swift was spotted wearing one of their custom diamond friendship bracelets during the AFC Championship Game. Fans turned to TikTok, Instagram and Twitter to ask about the bracelet and Wove responded with creative content by sharing behind-the-scenes videos and confirming that Swift had in fact had worn one of their pieces.
Following this: Wove’s website traffic surged by 5,000%, while sales spiked by over 470%. In just hours, the brand went from relatively unknown to viral, all without investing in traditional advertising as it’s commonly defined—such as paid print or television placements. Taylor Swift’s role as a cultural icon, demonstrated how unplanned moments can lead to significant impact.
Capitalizing on the “Swift Effect,” Wove quickly introduced more affordable versions of the bracelet at different price points, meeting the high demand from fans eager to own a piece of the jewelry that made a huge impact on social media. This agile, responsive approach allowed Wove to turn a viral moment into actual brand impact.
With Wove’s new found visibility,the brand stayed active on social media, sharing more content and ensuring that its fans remained engaged. Wove’s success highlights an important lesson: timing and a brand’s ability to respond quickly can amplify visibility and drive real impact, especially when a moment of cultural relevance comes knocking at just the right time.
VRAI – Redefining Sustainable Luxury
VRAI, the eco-conscious jewelry brand known for its lab-grown diamonds, partnered with Stella McCartney to showcase their collaboration at the Met Gala in May 2024. The collection featured custom-made jewelry worn by Cara Delevingne, FKA Twig and Ed Sheeran, showcasing over 500 carats of sustainably sourced diamonds. McCartney, a longstanding advocate for sustainable fashion, was the ideal partner to bring VRAI’s vision of luxury—without compromise—to life.
While the Met Gala’s physical presence undeniably generated attention, VRAI’s strategic focus on digital engagement played a pivotal role in extending the campaign’s reach far beyond the event. Instagram and TikTok became the platforms of choice for VRAI to continue the conversation post-event, leveraging storytelling and behind-the-scenes content to highlight the ethical origins of the jewelry. This strategy strongly resonated with Gen Z, a generation that deeply values transparency and sustainability in their purchasing decisions.
This was reflected in VRAI’s MIV from the Met Gala, which reached a total of €377K in just 48 hours. A standout figure came from the brand’s partner impact, which accounted for €309K in MIV from 17 partner placements. This highlights the power of strategic partnerships in amplifying a brand’s message. McCartney’s eco-conscious following, coupled with VRAI’s reputation for sustainable luxury, created a ripple effect that extended well beyond the gala, further positioning VRAI as a leader in the ethical jewelry space.
This campaign illustrates that while physical activations like the Met Gala are essential, the true impact lies in how these moments are harnessed online, with VRAI integrating digital storytelling and strategic partnerships to ensure long-term engagement and to resonate with conscious consumers.
Bulgari – 75th Serpenti Anniversary
In 2023, Bulgari celebrated the 75th anniversary of its Serpenti collection with a campaign starring global ambassador Zendaya. The short film, shot by David Sims, highlighted Zendaya wearing Serpenti jewelry, embodying the collection’s theme of transformation.
The campaign’s phygital strategy was key to its success. The film was widely shared across social media, YouTube and experiential activations, driving massive global engagement thanks to Zendaya’s star power. But what set this campaign apart was Bulgari’s ability to transform physical activations into immersive digital experiences. The “Serpenti Metamorphosis” AI art installation by Refik Anadol toured Milan and London, offering an interactive experience that showcased the Serpenti collection through digital art. The installation was then minted as an NFT, merging luxury, technology and art in a way that captivated audiences both online and offline.
Within just two days, the campaign generated $1.56M in MIV, with $694K coming from social media alone. This demonstrated how Bulgari leveraged digital strategies to extend the reach of physical events, engaging a broader audience and emphasizing the brand’s innovation. By combining celebrity glamour, digital art and social media, Bulgari’s Serpenti 75th campaign showed how physical experiences can be seamlessly transformed into digital touchpoints, making a lasting impact in the luxury space.
Conclusion: The Jewelry Industry Has Clearly Shifted
With digital strategies now at the heart of successful campaigns—whether its influencer partnerships, integrating physical events into digital experience or leveraging the power of storytelling—these campaigns highlight the importance of connecting with your audience in meaningful ways.
Most importantly, understanding which campaigns are truly resonating through data is essential for refining your marketing approach. By using metrics like MIV, brands can gain a deeper understanding of what’s working, allowing them to optimize their efforts and create lasting connections with their audience.
To learn more about how MIV works and how it can help your brand track and enhance your digital campaigns, download our MIV guide.
Media Impact Measurement for Fashion, Lifestyle & Beauty Brands
By Luna Weissman
