Successful Campaign of

Yu Tang Md Anik Rayhan Chinedu Ikpechukwu

on Social Media

● History of Bvlgari● Bvlgari of today● Bvlgari brand awareness campaign in China social media● Bvlgari brand awareness campaign on facebook

Agenda

History of Bvlgari - an international Luxury Company

1884

Bvlgari entered into luxury hospitality in 2001;

Opened first China store in 2003. In 2017, Bvlgari is scheduled to open its third Hotel in Shanghai.

In 1884 Sotirios Boulgaris founded his company in Roma.

20161962

Celebrities like Elizabeth Taylor were passionate patrons of Bvlgari jewels.

Expansion in 70s made it famous for its glamorous gemstone jewellery, luxury watches worldwide.

Bvlgari of Today

Luxury

Product Category:JewelryWatchesPerfume & CosmeticsAccessoriesHotel

An international jewelry and luxury goods brand that ranks the top 10 in the luxury business

?LVMH

In 2011, Bvlgari was acquired by French luxury group LVMH Moet Hennessy Louis Vuitton SA

Why- Raise brand awareness among young social media usersWhere-

Social media in China: Weibo and Wechat Who - Celebrities What -

Flash Marriages Exploration brand history

Bvlgari brand awareness campaign

Chinese social media: Weibo & WeChat

The landscape of chinese social media

Weibo

Weibo is equal to Facebook +Twitter:

As an official social, sharing, instant information platform, Bvlgari here aims at beautiful, classy, info sharing, keeping up with Hot events and social trends

WeChat

WeChat is owned by QQ’s developer, the two shares major user base:

Operating an official account, Bvlgari consider this a platform for more in-depth contents sharing platform using the “Moments” feature

A brief comparison between Weibo & Facebook

Weibo Followers FB Page Likes

462,055 3,994,964

A brief comparison between Weibo & Facebook Weibo Post likes FB Post Likes

85 39,000

Different users, applying the same strategy is not necessarily a guarantee of effective communication and marketing, even when the images are sexy, beautiful!

Bvlgari brand awareness campaign

Spokesperson(Influential, representative celebrities)

WechatWeibo

Video Pictures Romantic love Stories

Road map

A local successful story - Mr Wu Yifan and Bvlgari

Mr Wu Yifan is in his 20s,a rising superstar, Has 21million followers on Weibo. his fans are most under 20 years old from major cities,

This certainly is a brand awareness campaign for the next 10 years market development

A local successful story - He Jiong and Bvlgari

Mr He is in his 40s, famous for hosting a series of TV programs popular among millennials contributing to the fast growing middle class

Bvlgari witness: Goddesses find their love

Both are spokesperson of Bvlgari;Both are in their 40s;Both claim single all the time;Both have gone through several widely know unsuccessful relationship;Both are welcomed as the goddess of Chinese netizens

Both got flash marriedBoth wear only one luxury pieces-the Bvlgari diamond ring

Massive Media Attention

Bvlgari witness: Goddesses find their love

The topic of these Bvlgari’s spokeswomen getting married got 300 million views on Weibo

The further in-depth report of their love story How “Bvlgari accompanies her 20 years love journey” got 760,000 vies and 402 likes, 10 times higher than the average post view.

Bvlgari and Facebook“Quality, Superior Craftsmanship and Timelessness”

Bvlgari Facebook Branding ● Bvlgari like most other luxury brands has made attempts to dip its toes into

the online world/e-commerce

● Facebook is a major online marketing channel with access to more than a billion active users

● Many advantages of using Facebook to market one’s products○ Targeted marketing (Age, Gender, Location, Language, Workplace etc)○ Trackable metrics to aid businesses (Impressions, clicks on website link

etc)○ Facebook Advertising + ecommerce shops

● Facebook started in 2004, Bvlgari Joins in 2011

Bvlgari’s Facebook Strategy• To maintain it’s strong established brand identity with full control of its facebook page

• To enchant new customers with a creative, hypnotic media experience

• To reward brand loyalists with exclusive access to new product launches

• To sell a limited selection of products via facebook

• To act as a vehicle to its website

• To promote non-product related news efficiently

e.g. charitable projects and donations

Establishing a strong brand identityBvlgari uses Facebook to tell its story • This can include creating fantasies linked to its products. • Bvlgari mainly uses visual (pictures and videos) and sometimes narrative media through facebook.

Bvlgari also uses Facebook to showcase the artists that it is working with. • Recent artists collaborating with Bvlgari include Anish Kapoor ( An acclaimed contemporary artist), Matthew Williamson (a fashion designer), Isabella Rossellini (A well known actress) etc

● Bvlgari uses Facebook to showcase collaborative themes with these artists or new products.

Bvlgari controls audience interactions on page by allowing facebook ‘Likes’ but not allowing people to comment on their products via wishlist app. • It informs customers on upcoming exhibitions and events • Customers allowed to comment on events but not on products

Bvlgari Diagono Musuem Concept watchThe Luxury Vault Watch • Retails for $4600

• “Diagono” stems from the Greek word ‘agôn’. It means ‘competition’

• Bvlgari does not call it a ‘smart watch’ but an ‘intelligent’ or ‘concept’ watch. • 100% Swiss

From the video we see Bvlgari using the visual media facebook to target: • Young Men (15-30 years demographic), Rich, Adventure-seekers, Tech-Savvy • Selling functionality, craftsmanship, luxury, personality, fantasy

Facebook stats: • 25,694 views, • 3,447 likes • 44 Comments • Percent feedback = (Likes + Comments)/ Views (Impressions) *100 = 13.5%

Bvlgari interview of Anish KapoorAnish Kapoor is a British-Indian sculptor based in London, UK.

•Kapoor is a conceptual artist, works with a variety of media including polished stainless steel, fiberglass etc

His works include: •Cloudgate (The Bean) at Chicago’s Millenium Park • Leviathan at Grand Palais in Paris •ArcelorMittal Orbit in London (for Olympics)

Bvlgari looked to co-brand with a well known artist •Bvlgari wanted it’s brand to be associated with craftsmanship, art, magnificence, pleasure, and quality. •Bvlgari was also taking the opportunity to promote it’s B.Zero1 ring to creative, artistic talents (unisex). •B.Zero1 ring retailed at $840 •Anish Kapoor redesigned the B.Zero1 ring to mark Bvlgari’s 10 th anniversary of B.Zero1 rings.Bvlgari primarily used facebook as a visual platform to showcase this co-branding

CloudGate (The Bean) by Anish Kapoor ArcelorMittal Orbit by Anish Kapoor

Bvlgari started selling on Facebook Wish List App

Bvlgari on Wishlist app cont’dThere are many wish list applications most of which are free

● Facebook has various wish list applications (both external and internal) allowing their consumers to be able to make lists to purchase for future occasions

Bvlgari decided to participate in Facebook’s Wish List application in 2011 by showcasing it’s product

● Consumers can like and share product via app but cannot comment (unlike on Bvlgari’s facebook page)

● Bvlgari targeted special holidays like Valentine’s day which generated the most traffic via wishlist app

● Low level of consumer engagement perhaps as a result compared with Facebook Page● Perhaps there is a possibility was that Facebook Wish List was not a driver of traffic as

expected.

Here is an example of Bvlgari highlighting its charitable contribution – donating 1.5 million Euros to restore Rome’s Spanish steps

Success of Bvlgari campaign on WeChat & Weibo & Facebook

Bvlgari has a presence on the biggest social media platforms in China and the World;

Bvlgari has already achieved huge success in China and still has more room to accomplish more!

Bvlgari has had modest success on Facebook but that might be partly due to platform lacking a consistent ecommerce section.

Bvlgari’s campain in china

谢谢！Thank you!ধন্যবাদ!