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New York—Three jewelers were among Luxury Daily’s Top 10 Luxury Marketing Ideas for 2011. In a year where both consumer confidence and spending fluctuated dramatically, marketers were forced to up the ante to increase share-of-wallet. Some, says Luxury Daily, failed miserably, but others came up with ideas that its editors predict will be game-changers in the luxury industry.

Not surprisingly, Tiffany & Co. was one. The jeweler’s “What Makes Love True” microsite and branded app featured real life videos and stories of Tiffany customers and where they fell in love, mixed with romantic movies and songs and curated content where consumers could share their own romantic stories and pinpoint on a map where significant relationship moments occurred (in New York only). Users also could browse through a listing of romantic lounges and other places to go in New York. The jeweler also created its own channel on Internet radio Pandora, where love songs from a variety of artists were played. The brilliance, says Luxury Daily (no pun intended), was intertwining the concept of true love with the Tiffany brand—naturally, to spur engagement ring sales.

A page from Tiffany's "What Makes Love True" microsite.

Swarovski’s augmented reality was another. Its “Let It Sparkle” campaign held in November on Rodeo Drive in Beverly Hills, CA combined in-store, out of home, and mobile marketing, Consumers could tweet their own holiday messages onto an installation that looked like a virtual double helix, shown at the top of this page. Swarovski’s Facebook page hosted a live feed of the messages. Additionally, consumers on location at Rodeo Drive could use the augmented reality app to take pictures of limited edition Swarovski products made in collaboration with other luxury brands such as Stuart Weitzman footwear or La Perla lingerie.

Next, Italian luxury jewelry house Bvlgari was not only the first jeweler but also one of the first luxury firms altogether to take advantage of Facebook sales, says Luxury Daily. Its “Enchanted Garden” Facebook app continued the push of its Mon Jasmin Noir fragrance and allowed purchases from the site.

Finally, French fashion house Chanel introduced mobile optimization of its makeup, fragrance, jewelry, and watch sites, something few other luxury brands offer.  Users could search for and browse makeup and fragrance, receive special offers, and either buy products directly from a smart phone or locate a retailer. The brand then added its jewelry and watch sites for mobile optimization. Consumers can view and learn about jewelry and watch products, though for purchase they still are directed to a store.

Other brands cited by Luxury Daily for outstanding marketing ideas last year were Burberry’s buy-from-the-runway, Nordstrom’s acquisition of flash site HauteLook, Target’s collaboration with Missoni, Ralph Lauren’s digital takeover of the New York Times, Alexander McQueen’s “Savage Beauty” exhibit, Orient Express’s “Journey Like No Other” campaign, and, also selling on Facebook like Bvlgari, Oscar de la Renta and Diane von Furstenburg.

(Helix photo: Luxury Daily)