OLIVIA
ABBOUD
P H O T O G R A P H E R + D I G I T A L S T R A T E G I S T
Hailey Bieber
Project Type
Celebrity styling campaign
Cadence
One-time campaign activation
My Role
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Oversaw the global implementation of the Hailey Bieber campaign across Tiffany's digital experience.
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Collaborated with Marketing, Creative, and Digital Merchandising to extend social-first campaign assets into shoppable e-commerce experiences.
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Introduced "Shop the Look" editorial features that connected campaign imagery with product discovery across key jewelry collections.
Originally created for social media, the Hailey Bieber campaign presented an opportunity to extend celebrity-driven content into the digital shopping experience. My team repurposed campaign imagery across the Homepage and key jewelry collection pages, creating a cohesive experience that blended editorial inspiration with product discovery.
To encourage exploration, we introduced interactive "Shop the Look" experiences that paired campaign imagery with directly shoppable products from the HardWear and Tiffany Victoria collections. By thoughtfully integrating the campaign throughout the customer journey, we maximized the value of a small set of creative assets while providing clients with styling inspiration across Tiffany's core jewelry collections.
