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
Mother's Day
Project Type
Seasonal gifting campaign
Cadence
Annual campaign
My Role
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Managed the digital execution of Tiffany & Co.'s annual Mother's Day campaign across global e-commerce experiences.
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Partnered with Marketing, Creative, Merchandising, and Regional teams to align seasonal storytelling with commercial priorities and gifting strategy.
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Adapted campaign placement each year across Homepage, category pages, collection pages, and gifting experiences to maximize visibility during the Mother's Day shopping season.
Mother's Day is one of Tiffany & Co.'s most important seasonal gifting moments, requiring a digital experience that balances brand storytelling with commercial performance. While the scale of the campaign evolved each year alongside broader marketing priorities, the objective remained consistent: inspire gift discovery and guide clients toward Tiffany's most relevant gifting collections during the peak shopping period.
For the 2026 campaign, my team strategically integrated Mother's Day alongside the larger Natalie Portman Icons campaign, maintaining a focused Homepage presence that directed clients to the 'Gifts for Her' PLP during the highest-converting period leading up to the holiday. In previous years, the campaign expanded across category, collection, and gifting pages, creating a more immersive seasonal experience. By adapting the campaign's digital footprint to align with evolving business priorities, we ensured Mother's Day remained a meaningful commercial moment while complementing Tiffany's broader annual marketing strategy.
