The Business of Wonder campaign is made whole by its media amplification.

Bulgari came to us for a custom campaign that worked in tandem with their media promotion needs. Leveraging our internal proprietary data tools, we were able to figure out the right audience for Bulgari and the right media platforms to optimize distribution numbers, brand awareness, and views.

The results of this campaign exceeded our media benchmarks across all platforms.

Bulgari sought to connect this past holiday-season’s gift-givers with its unique brand in a way that would appeal to high-end consumers by sending an ‘I Believe in Wonder’ message. Bulgari turned to us to expand their "Wonder" holiday campaign to reach our highly coveted audience of business leaders and high-net-worth individuals. The focus was on brand elevation/awareness and gifting conversions – this would be content focused on storytelling and products.

Bulgari’s line of precious gifts is created by master craftspeople who are not unlike the creative minds of the art and entertainment world. Portraying the process of weaving design, business and the mystery of artful creation became the theme of ‘The Business of Wonder,’ a custom-content partnership.

Running a proprietary data report taught us that the audience of high net worth leaders were more likely to consume content that was progressive and innovative. This informed the media activation and the direction of the content. We knew that we had to strategically position the campaign toward where the audience engages - video platforms and website. We also suggested an OTT sponsorship since we knew the audience engages with our video network.

This informed the idea.

We put forth the Bulgari product in its Serpenti and Holiday campaigns through a documentary-style storytelling video that focused on three creative people who excel in delivering wonder. Bulgari’s products were threaded throughout the video. A digital photo-essay gift guide complemented the video, and both were given premium social offerings and high-impact media placement.

Based on the audience, we decided that three creative people who were inquisitive, inspiring and confident were needed to bring bold visual language to the video. They needed to be able to articulate their approach to creating wonder and keeping a balance with their business needs. Each of the three needed to be able to discuss their actual hands-on job of delivering wonder by way of awe-inspiring products, experiences and entertainment, and each needed to be from a background of culture, art, entertainment, culinary and architecture.

The completed 3-minute-plus video featured an artist (Reuben Wu), an entrepreneur (Paola Mathe) and an explorer (Katya Echazarreta). The talent spoke directly to the audience that we targeted through our platforms - affluent, educated adults. The effectiveness of the campaign is reflected in the choices that we made based on the proprietary data we were able to gather about our audiences.

In order to activate this content in time for the holidays, our creative team had to move nimbly and effectively. The team worked together to source talent, find the perfect venue, film and cut the video, all while the gift guide was coming together. We crafted an elaborate media plan encompassing traditional touts and pre-roll, along with social media strategies that tapped into new ways of storytelling, like Instagram stories, reels, and beyond. We combined staged and beautiful visuals and unscripted behind-the-scenes footage to bring our audience on set. We used all approaches to drive people back to our photo gallery while publishing the full documentary on Twitter.

Bulgari partnered with us to deliver wonder in a holiday campaign that aimed to increase brand awareness and gifting conversions for its high-end products. Our solution was a documentary-style video featuring three creative individuals discussing the importance of wonder in their respective fields, with Bulgari's products woven throughout. A digital photo gallery-turned-gift guide complemented the video, and the campaign was promoted through traditional and social media strategies.

The campaign successfully achieved its objectives, surpassing all expectations and generating over 9.4M+ impressions, 19.3M+ video views, and 13k+ page views for the photo gift guide. The campaign outperformed industry benchmarks and resonated well with our affluent audience, positioning Bulgari as a creator of wonder and elevating brand awareness during the gift-giving season.

The campaign preformed above benchmarks across all platforms - both on network and social.