Unlocking Digital Wonders: A Journey through Watches and Wonders Geneva 2024
“DLG’s investment and support have been invaluable, providing deep insights into our audience’s needs and working closely with us as a team. Their targeted campaigns and creative input have made a real difference.”
THE CONTEXT
DLG’s client since 2020, Watches and Wonders Geneva Foundation (WWGF), founded by Rolex, Richemont, and Patek Philippe, is a not-for-profit foundation headquartered in Geneva, whose mission is to champion the pursuit of watchmaking excellence across the globe. In 2024, for the second consecutive year, Watches and Wonders partnered with DLG for the promotion and coverage of its world-renowned fair, as well as it “In the City” program.
The challenge for DLG was to help Watches and Wonders reach its three key objectives:
• Strengthen loyalty among the B2B audience
• Develop interest and engagement among the B2C audience
• Reinforce Watches and Wonders image as the torch-bearer of watchmaking worldwide
This mission was to be carried out through three main services:
• Artistic direction and content creation
• Social media activation before, during and after the event
• Paid advertising before and during the event to encourage ticket sales
THE APPROACH
Combining our 20+ years of experience in the watchmaking industry, our expertise in social media and performance marketing, and our very close relationship with the Watches and Wonders team, we designed and executed a comprehensive approach to promote the content produced before, during and after the fair, in order to reach Watches and Wonders’ key target audiences, sell tickets for the public days, and amplify the impact of the fair on the worldwide stage.
This strategy was deployed as follows:
• Artistic direction and content creation: creative propositions for on-site content production inspired by the visual identity of Watches and Wonders, creation and production of key content during Watches and Wonders (motion design and static) for different content types such as ticketing, Maison announcements, novelty announcements, influencer collaborations and daily programs.
• Social media: development of a three-phase content strategy aimed at teasing, providing an online immersive experience, and extending the digital presence of the event even after its conclusion, as well as launching the Watches and Wonders official TikTok channel and testing Threads as a new platform. 54 Maisons were included in the overall activation.
• Always-on paid advertising: definition of a geographical tiered approach to create desirability close to the event with different levels of targeting, amplification of key content such as CGI, novelty content, and interviews, as well as recruitment campaigns for key platforms such as TikTok and the Watches & Wonders website, and promotion of organic on-site content across, META, YouTube, and LinkedIn.
THE OUTCOME
The fair was a major success online for Watches and Wonders, with all major KPIs registering significant increases compared with the 2023 edition, at a lower cost. The comprehensive approach developed and implemented by DLG and Watches and Wonders turned out to be particularly effective in reaching and engaging the target audiences, reinforcing Watches and Wonders status as the leading force of watchmaking worldwide.
Social Media results
681 posts across all platforms
15.5M people reached
399K engagements
Instagram - Main platform
+13% of Instagram followers
Average ER: 4.6% (+0.09 pts vs 2023)
Performance Media & Analytics
2 out of 3 days sold out.
Significant increase in campaigns efficiency, with a reach twice higher than in 2023 despite 47% less budget spent on awareness.
Always-on campaigns drove over 34k new Instagram followers at less than 1 CHF on average per new qualified follower - well below the industry average, based on DLG’s historical data.