This week Tiffany & Co. partnered with fashion blogger couple Scott Schuman and Garance Doré for an extension of its What Makes Love True campaign.

Schuman, of The Sartorialist, and Doré, with her self-titled blog, act as champions for the project True Love in Pictures, which aims to create a gallery to represent real couples in love from Paris and New York.

The project was celebrated last night with an event at the Tiffany & Co. flagship in New York, and from Monday people have been able to upload their own ‘moments of romance’.

Don’t be fooled though, this is being presented as an ‘Instagram’ campaign in some corners – whereas Instagram doesn’t actually seem to feature too heavily in the brand’s strategy.

Tiffany’s free to download app includes three Instagram-style filters, which you apply to a photo and then submit. The gallery is then curated by Tiffany, showing the best of the shots. There’s no option to share to Instagram (but you can send to Twitter, Facebook or email).

Yes, there’s a prompt to share your photos via a hashtag within Instagram under the My Photos section of the app, but it’s not very clear and it’s not easy to find. 

Though this is a lovely idea and it’s good to see brands test the water, would it not be better to integrate with Instagram properly?

Burberry, Levi’s, Gucci, MTV, Red Bull and bmibaby are among those to this successfully.

The latter ran a campaign to engage with hardcore Instagramers, in which people submitted photos to show the best of their country in return for a chance to win flights.

But Tiffany’s efforts feel somewhat shoehorned into the campaign, which is a real shame as it has a strong community of fans online.

PR agency Rabbit was responsible for bmibaby’s Instagram efforts, and its head of social Bridey-rae Lipscombe told us that the best Instagram campaigns work with a brand’s community.

Instagram is very tribal, and since this is focused heavily around New York – where Instagram has a huge following – it would have made more sense to utlise that and try to get them involved. This feels clunky; you have to wait for your image to be approved before it appears, and by the time that happens I’ll have lost interest. 

Additionally, she highlighted that Instagram’s fifth employee, community evangelist Jessica Zollman, launches creative challenges every Friday. They run all weekend and are incredibly popular. With Tiffany’s reputable brand name, surely Zollman would have been interested in working with the company?

To use Instagram to its full potential, the best way is to explain with an image – that’s the simplest way you can engage within its community. 

Lipscombe suggested that Tiffany could have posted an image of a question relating to what loves means on the @tiffanyandco Instagram profile, and started to engage with people that way, using other owned channels to make it very clear that you could additionally submit a photo vin that way.

To really make the most of Instagram’s passionate community, you have to make it as easy as possible to interact, which this doesn’t really do. Though Tiffany does some great things online, this is one project that certainly could have done more.