Just in time for Valentine’s Day, Tiffany & Co is promoting their “What Makes Love True” campaign featuring user-generated images and stories of love. This is available via website and a free downloadable iPhone app. Additional content featured includes exclusive love songs, helpful advice/quotes, and an interactive map where users can recap a romantic moment and share where it happened (New York City and Paris locations only).

The mobile application also features an exclusive Tiffany blue filter for users to use on their own photos (featured in center image above). Similar to the #Marcfam campaign by Marc Jacobs, this program has no direct mention of product or sales promotion but is a strategic execution to help personify the brand’s lifestyle through its consumer's interpretation.

With professional photo editing programs like Instagram available to the everyday consumer at no cost, brands now trust one’s ability to create beautifully edited images that look similar to, if not better than their own print advertising. It’ll be interesting to see if Tiffany’s repurposes some of the beautiful content living on this site for their traditional advertising.