Olivia Burton

Celebrating yourself at key moments

British watch and accessories brand Olivia Burton wanted to connect with consumers in the lead up to Singles' Day.

Looking at consumer data, we saw that women were predominantly purchasing 'fashion' watches for themselves to reflect their own personal style. We developed the 'This is my time' campaign to span from Qixi (Chinese Valentine's Day in August) to Single's Day (November 11), celebrating moments in lives where people could celebrate themselves. Key results:

• More than 17m impressions

• Increase in Tmall traffic at 11.11