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
Hardwear
Project Type
Global talent campaign
Cadence
Multi-phase campaign rollout
My Role
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Led the digital strategy and global execution of the HardWear talent campaign across regional sites.
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Partnered with Marketing, Creative, Digital Merchandising, and Development teams to deliver a phased campaign rollout featuring Greta Lee, Mikey Madison, and Anna Weyant.
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Directed campaign implementation across Homepage, editorial content, PLPs, PDPs, and category landing pages to create cohesive brand storytelling throughout the customer journey.
Project Overview
The HardWear Talent campaign was designed to extend the visibility of one of Tiffany & Co.'s signature collections through a thoughtfully sequenced digital experience featuring Greta Lee, Mikey Madison, and Anna Weyant. Rather than launching all campaign assets simultaneously, my team developed a phased rollout strategy that gave each talent a dedicated moment on site, creating a series of digital takeovers that kept the campaign fresh while maintaining cross-page consistency.
Each phase was carefully planned to support the customer journey, extending beyond the Homepage into editorial content, collection landing pages, product listing pages, and product detail pages. By strategically sequencing content throughout the campaign lifecycle, we sustained momentum around the HardWear collection, encouraged continued product discovery, and supported one of the House's key collection priorities through a cohesive digital experience.