Keykey
Kong

I led the digital project for Tiffany & Co.'s new store opening in Beijing Sanlitun, overseeing the design and launch of promotional and archival appointment booking pages across the digital platforms and CRM Mini Program.

I proactively aligned with all required cross-functional teams, organized kickoff meetings, and developed the overall project timeline to ensure the project was delivered on time and supported online conversion for the brand.

The digital activation strategy centered on "The Birthday" as the core creative idea, using interactive personalization to help the target audience express intimate and meaningful love.

By transforming the gift-finding process into a more engaging and enjoyable journey, the experience enhanced user interaction and elevated the overall customer journey.

The digital activation concept was built around "The Snow Globe", creating an interactive snowfall experience that engaged customers and evoked a sense of love and romance.

With each phone shake, users triggered snowfall and discovered a new product with tailored copy. This playful interaction enhanced user engagement and helped drive sales conversion.

This photography project was developed for the 2025 Blue Book High Jewelry event at Zhangyuan, Shanghai.

I worked closely with the vendor to review celebrity red carpet images and crop them into the required aspect ratios, ensuring the final approved assets were ready for the PR team to use in press releases.

This project covered store window photography and archival video production for the Chengdu new store opening in March 2025.

I consolidated brand references and production requirements, briefed the agency, and supported the on-site shoot. I also coordinated review rounds with the Creative Director and global stakeholders to ensure the final assets met brand standards and were delivered on time for launch.

For Tiffany's new store openings in Shenzhen and Beijing, we developed bespoke photo frame designs tailored to each city, highlighting the unique store identity and strengthening audience engagement.

For Shenzhen, the design was inspired by the brand's "Love for Our Oceans" theme. For Beijing, the design centered on the Chinese New Year theme. I collaborated with a third-party illustrator throughout the project, providing the creative brief, managing the timeline, and coordinating multiple rounds of design reviews.