The Campaign

As BVLGARI has always been linked with cinematic and movie stars, we came up with a short film partnership with Youku (China’s top online video portal) – the first time luxury brand to do so. Hense, THE STORY OF O WAS BORN! The film was about a male Physicist, Aarif, who studies astrology and a female singer, Yoyo, joined together by fate and demonstrating the true meaning of passionate love with the BVLGARI ring as the symbol of their infinite love for each other. The cast was made up of top celebrities Aarif Lee and Yoyo Sham, directed by Mable Cheung, an award winning HongKong director.

Creative Execution

The amplification of the movie was carried out in 3 phases (Teaser, Launch and Sustain) using all the owned assets that we have developed across paid platforms on Youku, airport and inflight screens, as well as WeChat seeding from selected fashion/luxury influencers and movie review media. A Html5 interaction page was also designed to engage neitzens to build more familarity with BVLGARI’s infinite circle. Meanwhile, Buglari’s owned media assets were redesigned to tease and seed content of the micro movie production plus related product information. Both the lead stars Aarif and Yoyo were constantly updating their social media fan base on the movie progress and some behind the scenes.

The close partnership with our client and Youku has yielded excellent results for the brand. To date, over 26 million video views were generated on Youku coupled with impressive earned media and social buzz generated across all social platforms. Most importantly, the sales of the advertised range have increased significantly while maintaining a flat marketing budget. • 14% increase in sales on the campaign launch month, ie July (vs June) • 38% increase in sales on the subsequent month, ie August (vs July) • 306% Media ROI achieved • 77% increased in social buzz • 8.7 Youku video rating (out of 10) • 35% video view completion rate – especially impressive for a 14 min video!

As BVLGARI has always been linked with cinematic and movie stars, we came up with a short film partnership with Youku (China’s top online video portal) – the first time luxury brand to do so. Hense, THE STORY OF O WAS BORN! The cast was made up of top celebrities Aarif Lee and Yoyo Sham, directed by Mable Cheung, an award winning HongKong director. The close partnership with BVLGARI and Youku has yielded excellent results for the brand. To date, over 26 million video views were generated on Youku coupled with impressive earned media and social buzz generated across all

Cooperating with Youku Master Micro Movie and award winning HongKong director Mable Cheung, “The Story of O” conveys the brand concept, especially the love concept of ‘Passionate’ with Bridal category. During the cooperation, brand gave director enough inspiration and creative space, who created a perfect romantic love story by understanding the brand demands and young people behavior pattern. The movie was launched in Beijing, a premiere exclusive to BVLGARI VIPs and celebrity fans and concurrently aired on Youku and other social plarforms.