On May 2, “Bloggers Band Together for Bulgari Save the Children Campaign” launched around the jeweler’s initiative to support global education programs through the sale of two silver rings. Thirty bloggers took photos of themselves wearing one of the rings and blogged and tweeted about the house’s involvement with this cause. Bulgari also teamed with AOL StyleList to create an online gallery and posted a corresponding gallery on its Facebook page.
A Bulgari spokesman says, based on monthly impressions, the brand reached about 27 million unique individuals, and saw a 20 percent increase in Twitter followers in a two-week period—adding to a 40 percent increase since January 2010. The blog posts also generated almost 20,000 visits to bulgari.com in one week—a good example of how a firm’s off-site strategies can drive traffic to its branded site.