Prohibition was briefed by luxury watch retailer, Watches of Switzerland, to deliver a strategic social media campaign to increase its profile at world-renowned watch trade show, Baselworld 2017, and to be seen as an expert in luxury horology.
WoS needed to be featuring launches and key events from the show – first. So a schedule of more than 20 brand meetings was organised in order to capture the latest news.
Create:
To drive conversation a video content plan was produced in collaboration with British GQ. This involved the filming of a live panel debate which took place on two evenings during the show, featuring a number of WoS experts all being interviewed by the GQ Deputy Editor and revealing the day’s biggest releases.
Engage:
- To create a buzz before the event we created exclusive content including animated GIFs and teaser videos.
- We partnered with a production company to broadcast an exclusive ‘Facebook Live’ debate in order to reach this new audience.
- Following the live broadcasts, a daily highlights video was released which recapped the day’s activity. We built targeted Facebook video view adverts around each highlight video to drive views.
Convert:
The team attended 22 press events and the content featured 68 watches receiving:
- 22,313 engagements on posts
- 12,300 Facebook Live video views
- 85,246 views of WoS’ Baselworld video content
WoS owned the Baselworld conversation with an average of 363% more content than its competitors and the audience grew substantially with Facebook reaching a milestone of 30,000 followers.
We secured a total of 22,313 engagements and achieved 215,000+ views on video content.
