Online marketplace's multichannel campaign runs online and on Tube.

Boticca has launched its #GiftAStory Christmas campaign – the company’s first multichannel advertising drive, running online, through video content and on the London Underground.

Rolling out on November 18, the campaign is a major move for the online jewellery and accessories retailer, utilising video content, social media advertising, digital advertising and outdoor media. The campaign is specifically targeting London commuters, covering 3,500 London Underground sites.

The #GiftAStory campaign focuses on the stories and inspiration behind the jewellery designs it sells and their makers, and includes pieces by Smith/Grey and Article 22. Each features the strap line ‘Don’t just give a gift, give a story’.


Boticca says the emotive campaign "perfectly captures the Boticca brand essence throughout the gifting season".

It has worked in partnership with Havas Media UK, with the campaign devised and created by People Ideas & Culture, New York.

Boticca founder and chief executive officer Kiyan Foroughi: "With the launch of our first outdoor and fully integrated campaign, we’re looking forward to bringing the Boticca brand to customers on a larger scale. Coupled with the recent site rebrand and senior appointments, these are really exciting times for the company."

Doug Raboy, chief ideas architect at People Ideas & Culture, New York comments: “After 23 years of marriage, I become completely paralyzed around the holidays as I try to figure out what to give my wife for Christmas. That’s why this project for really resonated with me. A gorgeous piece of jewellery or a drop-dead gorgeous handbag means even more when it has a story behind it. And I get major points for looking like a hopeless romantic.”

Boticca recently appointed Luisa De Paula as its first fashion and brand director, part of its senior management team expansion. De Paula has previously held the role of fashion director at Liberty, buying and merchandising director at and buying manager at Selfridges.