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
LOVE FOr OUR OCEANS
Project Type
Sustainability storytelling & digital experience
Cadence
Annual campaign refresh aligned with new product releases
My Role
-
Led the digital strategy and execution of the Love For Our Oceans initiative, guiding the development of the editorial experience across global sites.
-
Partnered with Sustainability, Marketing, Creative, and Digital Merchandising to integrate educational storytelling throughout the customer journey.
-
Led global content planning, execution, and annual campaign refreshes across regional sites.
Project Overview
The Love For Our Oceans initiative was created to connect Tiffany & Co.'s commitment to ocean conservation with an engaging digital storytelling experience. My team developed a dedicated content destination that educated clients on the House's partnership with The Nature Conservancy, the impact of the initiative, and the craftsmanship behind the T Smile by Tiffany cord bracelets made with REPREVE® Our Ocean™ recycled polyester.
To deepen engagement, we integrated editorial content directly into the product discovery journey through PDP content tiles that guided clients from the bracelet collection to the full sustainability story. The experience was refreshed annually alongside new product releases and campaign creative, ensuring the initiative remained current while supporting both product discovery and Tiffany's broader sustainability narrative across the site.
