Online Advertising Strategy for a Luxury Watch Brand

Online Advertising Strategy for a Haute Horlogerie Brand The Audemars Piguet Case Study Awarded at Grand Prix Stratégies du Luxe 2010 Luxury-Digital Marketing™

About Audemars Piguet
The challenge
The strategy
The constraints
The results
IC-Agency, Luxury Digital-Marketing
Summary

For more than 125 years – hundreds of days, millions of minutes and billions of seconds – Audemars Piguet has been a pioneer in the art of complex watch-making, dedicating itself ceaselessly to the venerable art of measuring time.
With international headquarters in Le Brassus, Switzerland, the company was founded in 1875 by Jules-Louis Audemars and Edward-Auguste Piguet.
The company selectively produces 30,000 watches per year, each one recognizable for its distinctive style, presentation and bold complications.
Audemars Piguet remains one of the most prestigious watchmakers in the world. Yet despite the company's enormous success, every watch is still made by hand the old-fashioned way -- one at a time.
Source: audemarspiguet.com, wikipedia.org
About Audemars Piguet

 How to reinforce the brand association between the fine watchmaking brand Audemars Piguet, especially the « Royal Oak Offshore Grand Prix » model, and the automotive sports during an international event?
Challenge #1 Brand association

 How to benefit from digital opportunities to influence a small and upscale clientele, especially in fast-growing emerging markets in order to generate sales of a flagship product, which entry price is above EUR 29’000?
Challenge #2 Targeting & Sales

1. Online media consumption analysis with the aim to identify local and global websites which are visited by a target group precisely composed of:
Audemars Piguet’s clientele
Several high end luxury & automotive brands’ clientele
The strategy

2. Deciphering Bahrain Grand Prix’s event universe in order to define a tailor made Luxury Digital Marketing program which includes a strategic mix of the following online advertising channels:
The strategy
 Premium keywords buying - Visibility  Social Media - Recruitment  Premium advertising - Branding  Content networks – Efficiency
In +12 markets:
Middle East
U.S.A.
Europe
Asia

The campaign logic

All along the campaign (from March 12th to April 28th), the Luxury Digital Marketing program has been developed with regards to:
 Consistency, with Audemars Piguet’s brand image, values and message
 Timing & alignement with global media plan, despite the use of advertising networks which usually provide less booking flexibility
 Exclusivity, in targeting websites which not only correspond to key expected quantitative metrics but are also in line with the highly qualitative criteria imposed by the very exclusive brand positioning of Audemars Piguet
The constraints

Sales
The Audemars Piguet Royal Oak Offshore Grand Prix limited edition was sold out at the end of the campaign
Awareness
+16% increase of spontaneous awareness in search engines for Audemars Piguet all across the targeted markets (source: Google, March/April 2010 compared to February 2010)
Tens of thousands new Facebook Fans with strong affinity with luxury goods
+250 million impressions all along the campaign
Performance
Low acquisition costs despite targeting a premium audience
The results

Why IC-Agency’s campaign has been rewarded?
 A multichannel and international strategy focusing on repetition in order to catch the affluent clientele attention at every digital touch point
 Use of the latest technologies of online research dedicated to decipher the online behavior and media consumption of a small and upsacle target audience
 First ever event advertising campaign of an international fine watchmaking brand harnessing Facebook Advertising capabilities

Who are we?
IC-Agency is a leading firm specialized in Luxury-Digital Marketing™ .
We provide valuable insights and implement tailor-made digital programs to connect iconic brands to their clientele online.
Founded in Switzerland in 2000
Pioneer in Search & Social Media Strategies
Exclusive luxury research and business intelligence tools
Behind several online success stories
International network of Luxury experts and boutique digital agencies

IC-Agency Luxury Digital Marketing T +41 (0)22 702 07 60 F +41 (0)22 702 07 69 [email_address] 7, avenue Krieg CH – 1208 Genève www.ic-agency.com Contact

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Online Advertising Strategy for a Luxury Watch Brand

by Digital Luxury Group, DLG (archives) on Dec 13, 2010

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Online Advertising Strategy for a Luxury Watch Brand — Presentation Transcript