The Media Plan: Olivia Burton’s two phases of Christmas planning
Olivia Burton’s first-ever brand TV campaign, launched for the busy festive season, has been planned and executed with “forensic precision” in order to build audience reach quickly with minimal waste.
The watch and jewellery brand, part of US giant Movado, launched its first TV ad campaign earlier this month to showcase its Celestial Collection and is following a two-phase approach of audience targeting.
Having identified distinct Olivia Burton audience segments, The Specialist Works planned the campaign to align with the differing gifting behaviours of each. It is the agency’s debut work for Olivia Burton since its appointment as media agency earlier this year.
The national linear TV/BVOD campaign initially targets “planners” – those typically more likely to buy Christmas presents ahead of time. Over time it will then flex in shape and size to capture the masses through the peak gifting period before shifting once more to reach the “panickers” – as it draws closer to Christmas.
The first TV spots debuted in The Great British Bake Off: An Extra Slice and is planned to be shown alongside other family shows on linear and Broadcaster Video-on-Demand (BVOD) that are most watched by viewers with a “planner” mindset.
In December the ad will then appear in ad breaks for peak daytime and evening shows such as This Morning and I’m a Celebrity… Get Me Out of Here! – to prompt the “panickers” into their seasonal gift hunting.
Gregor Chalmers, group AV director at The Specialist Works, told Mediatel News: “One of our key principles is the energy we put into our work – long gone are the days when TV could simply be planned around a broad audience, a campaign bought to deliver just a headline reach and frequency with some key spots and then pats on the back when the campaign was reviewed weeks later.
“We put two things at the heart of our approach: a detailed view of the audience and the content they engage with, allied to a deep understanding of our client’s business and their key performance indicators.
“Armed with this information we’re able to effectively plan AV campaigns that go beyond the topline and into the nuances of performance, ensuring our spots are a blend of the best days, times, and contextually relevant environments to drive success.”
Working alongside the TV/BVOD activity, Olivia Burton is developing a “Celestial” filter on social media and will be running a variety of digital formats across display and social to both extend campaign reach and drive activation.
Sarah Razvi, senior international marketing manager at Olivia Burton, added: “It was clear right away that The Specialist Works had a unique level of granular planning and could build reach efficiently and quickly with minimal waste. They also have vast experience working with gifting brands, so we knew we’d be in good hands for our debut TV campaign.”
Originated and produced by Toast TV, the creative for “The Celestial Effect” features a woman who emits a luminous, twinkling glow after putting on an Olivia Burton Celestial watch. The finale shows a birthday party where our heroine gifts a Celestial watch to her friend, only to see her experience the same luminous, otherworldly effect.
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