To commemorate the 100-year anniversary of TOUS and boost public perceptions of the brand after a PR crisis, we created OSO, a branded-documentary which premiered at the San Sebastian Film Festival. OSO uniquely utilizes the feature documentary format to tell the story of a luxury jewelry brand and it’s most iconic item: the TOUS bear. The film gives audiences a new brand experience, one which offers unprecedented and intimate access into the lives behind the brand, Rosa Oriol and her family, while showcasing TOUS’s extensive history in the luxury jewelry industry and its pioneering role in the democratization of jewelry.

We were tasked with creating a valuable and memorable piece of content to achieve five main brand objectives:

1. Celebrate and honor the contributions of TOUS founder and matriarch, a trailblazing female luxury entrepreneur, Rosa Oriol, in democratizing the accessories industry.

2. Create a meaningful visual story designed to empower and advance gender equality within the creative and design worlds.

3. Increase international brand awareness for TOUS within four key markets for the company (Mexico, Poland, Portugal, and Spain) on the eve of the brand’s centennial anniversary.

4. Elevate consumer brand sentiment for TOUS and change the public narrative following a publicity crisis.

5. Drive online brand awareness and sales amidst the shift from brick-and-mortal to ecommerce as the result of Covid.

We needed to create a piece of content which not only helped TOUS overcome a reputational crisis, but also celebrated the historic 100-year anniversary of the brand. It was necessary that the contemplated idea incorporate the use of a platform where the brand could promote its values, share its story, and facilitate a more transparent and intimate connection with the public. To tell TOUS’s story, we looked to the company’s most famous icon, the TOUS Bear (OSO).

In order for the story to authentically connect with mainstream audiences and obtain distribution, it needed to be genuine. Accordingly, the TOUS family gave our crew intimate access into their lives while filming.

To boost public recognition of the brand, TOUS facilitated in-person interviews with brand ambassadors and A-listers on three separate continents, like Emma Roberts, Michelle Salas, and Paula Echeverria, who were then leveraged in the movie’s publicity and marketing efforts.

Utilizing a multi-tiered strategy of owned paid and earned media across a variety of axes - content, lifestyle, family, society, design, and business - we produced a critically acclaimed brand-funded film during the COVID-19 pandemic. The film premiered at San Sebastian Film Festival and was then made available on Amazon Prime where it is now seen in over 100 countries.

After the launch of the film, we organized a campaign at the service of our production, with a movie launch treatment, empowering the content and looking for different touchpoints in a plan where our asset – OSO - is a cornerstone and the main driver to ensure all branding and performance goals.

Being One Team and working together with the different SBU´s and partners has been the key to success.

For owned Media, we created organic content for TOUS social media platforms which featured film clips and scenes with celebrities to help promote the film ahead of its international release.

For Earned Media, we focused on San Sebastian International Film Festival premiere, where we had a spectacular communication plan with celebrities, a red carpet, and a press conference covered by general and specialized media.

For our paid Media campaign, we integrated a three waves plan to reinforce the most important markets for TOUS. In the first phase, we ran a teaser where we had an awareness and branded-short and aspirational formats. In the second wave, the film’s premiere was the key message and we ran official materials. Finally, in the more conversion oriented third wave, we reinforced that OSO was available in Amazon Prime Video, to reach a wider audience without penalizing the affinity and generating traffic to the TOUS.

OSO was extremely successfully in achieving what TOUS needed.

The documentary improved the Brand’s Image amongst audiences by 48%. More millennials saw OSO than any other age gap; Individuals of 25-34 show on 36% more attention than the rest. This was an historic moment for TOUS, as it finally allowed the brand to break into the Gen Z and Millenial generations.

The viewing of the documentary makes the spot’s impact 22% higher.

One of our objectives was to promote the documentary and generate a great impact. This impact has been generated by all PR with an Audience + 90.8M, economic value at + 6.2M € and with mentions in 342 Digital Press, 110 in Written Press and in TV 5.