API Highlight: Tiffany’s #TrueLovePictures

For 175 years, Tiffany & Co. has played a role in the world’s greatest love stories. The spontaneous expressions of romance by Tiffany’s Instagram fans and the company’s belief that some of the most romantic love stories come from real life inspired its #truelovepictures campaign.

For this campaign, Tiffany (@tiffanyandco) asked its audience to share their love stories through a series of photos and captions with the hashtag #truelovepictures. Tiffany provided romantic phrases like, “My heart skips a beat when…” inviting users to creatively fill in the blank and share photographs inspired by these unique captions. Users were also able to submit their moments of true love through Tiffany’s iPhone app and its microsite, WhatMakesLoveTrue.com. To kick off the campaign, Tiffany launched the gallery with images by The Sartorialist and Garance Doré and invited Instagrammers with a romantic sensibility to participate, too.

For a brief time during the campaign, Tiffany offered to turn users’ digital submissions into physical postcards—and mail them “to that special someone.” Later, it introduced Love Notes, a personalized way for fans to send their photos and captions via e-mail, Facebook, and Twitter. All of this content joins other celebrations of true love on WhatMakesLoveTrue.com. One recent highlight is #TiffanyPoetry, a romantic poem written by three poets exclusively for Tiffany and unveiled this month on Twitter. The site also offers Love is Everywhere, an interactive map that allows users to share places important to their romance.

Tiffany accepted thousands of submissions for #truelovepictures. The effort created such memorable, moving stories that Tiffany has launched a follow-up campaign called #TimelessTrueLove, which invites users to share images with a nostalgic feel.

View more #truelovepictures in the True Love in Pictures gallery.