Reaching Chinese Millennials With Lifestyle Influencers




“We thank DLG for helping us set up this collaboration with these very important Key Opinion Leaders”

The Challenge: At a time where digital plays a central role in every consumer’s life, it has become key for brands to offer a variety of experiences in order to reach the right target. This goal is equally valid for trade shows. In the last two years the SIHH – the annual International Fine Watchmaking Exhibition held in Geneva – has proven that it can increase its influence digitally. Dynamically show-casing the novelties of some of the most prestigious luxury watch and jewelry brands, the event has become an innovative networking and communication platform.

Its new format is aimed at generating strong interest among millennials and online communities. This year, there was a particular emphasis on China, a highly strategic market for most luxury watch brands. “China today is one of the main markets for fine watchmakers, and it’s the first destination for fine watchmaking exports”, points out Fabienne Lupo, Chairwoman & Managing Director of the Fondation de la Haute Horlogerie (FHH), the organizer of the trade show.

It’s in that context that the SIHH has hired DLG to create together a strong influencer activation campaign with one objective: to raise awareness of the SIHH and fine watchmaking among Chinese millennials.

Watch the video to discover the campaign’s mechanics and results!


The DLG Contribution: DLG created an activation plan leveraging on two high-profile Key Opinion Leaders (KOLs): 徐峰立Peter Xu and 江南BoyNam, both professional content producers in lifestyle and fashion.

“We decided to select KOLs that were out of the fine watchmaking industry because they have a fresh point of view.  They know what their audience likes – what the youth like –  and what kind of content the young generation will buy into”, explains Layla Lee, Account Manager at DLG China leading the activation. Both influencers gather millions of followers on platforms such as Weibo, WeChat and livestreaming platform Yizhibo.

Peter Xu and BoyNam spent 3 days at the SIHH. They attended the opening party and private events, visited the exhibitors’ booths, and interacted with the brands’ CEOs. They also experienced the latest initiatives of this year’s SIHH edition. Moreover, while BoyNam had an exclusive visit at the Piaget manufacture at La Côte-aux-Fées, Peter Xu was the key speaker at a panel discussion on Chinese millennials, held at SIHH.

Over the course of the exhibition, BoyNam and Peter Xu produced a large amount of qualitative content: photos, long articles, with a strong focus on videos and livestreaming – and shared it with millions of fans.

By activating Chinese KOLs, more than 23 million impressions about the fair were generated on social platforms in China, resulting in a high level of content consumption. A new record that certainly contributed to the global success of the SIHH’s 29th edition, offline and online.

Campaign results


million impressions on Chinese social media platforms


million viewers during livestreaming peak on Yizhibo


million views on Yizhibo