BULGARI
To lift awareness of its partnership with a children's charity and drive donations on #GivingTuesday, Bulgari ran a video ad campaign complemented with influencers' organic Instagram posts, and saw more than a 3-point lift in ad recall.
Founded in Rome in 1884, the Bulgari brand is known for its jewellery, watches, fragrances, accessories and leather goods. It also sells eyewear through a licensing agreement with Luxottica and has a hotel brand, Bulgari Hotels & Resorts. Bulgari is part of the LVMH Group.
lift ad recall (Facebook brand lift study)
in estimated media value (Tribe Dynamics third-party measurement solution)
Bulgari wanted to boost awareness of its partnership with the charitable organisation Save the Children, while also increasing donations and raising money for the organisation on #GivingTuesday.
THE SOLUTION
Influencing donations
Save the Children is dedicated to improving children's lives through better education, healthcare and economic opportunities, as well as providing emergency aid in natural disasters, and protection from war and other conflicts.
Bulgari and Save the Children have a longstanding partnership. To promote the partnership's 10th anniversary and increase donations during the winter holidays, the team at Facebook Creative Shop suggested that Bulgari test a strategy of featuring celebrity influencers in both organic Instagram posts and paid ads.
The team mobilised over 50 influencers to post personal Instagram Stories from their own profiles to request donations on #GivingTuesday. Using a “How it started, how it's going” theme, each influencer posted a photo of themselves as children or at the start of their careers, and then showed how their lives had blossomed and given them a platform for giving back. All posts included a “Donate” sticker to support Save the Children. Bulgari then transformed these influencer posts into brand-sponsored Instagram ads with buttons linking to the donation website.
Next, Bulgari teamed with creative technology platform VidMob to produce video ads for a conversion campaign, where part of the proceeds from jewellery sales went directly to Save the Children. These ads showcased an anniversary pendant necklace from the collection, with text overlays celebrating the partnership and messaging, such as: “#GiveHope this festive season by shopping the dedicated Save the Children jewellery collection.” These ads included a Shop Now button that linked to the collection product page on Bulgari's website.
Bulgari, in partnership with its media agency dentsu X, showed the paid ads to US adults aged 18 and over, including those with an interest in charities, fundraising and philanthropy for the paid campaign, as well as to a Custom Audience (pulled from Bulgari's customer relationship management (CRM) database) of top prior purchasers of another collection.
The brand delivered the ads in Instagram feed and Instagram Stories, and used campaign budget optimisation to automatically distribute the budget across the best performing ad sets in real time. Bulgari measured the results of its December 2–31, 2020 campaign using a Facebook brand lift study, as well as reporting data in Facebook Ads Manager and in Tribe Dynamics, which revealed:
- Over 3-point lift ad recall (Facebook brand lift study)
- USD 368,100 in estimated media value (Tribe Dynamics third-party measurement solution)
