2. Daniel Wellington is the Swedish
brand
of elegant and with minimal design
class watches, founded in 2011.
Its founder, Filip Tysander,
was inspired after the meeting with a
British man, whose passion was to
wear vintage watches on NATO strap.
His name was Daniel Wellington.
Brand History
3. The first watch launched on the market is the Classic Oxford model,
with stainless steel case and NATO strap,
made by cloth fabric, whose colors recall those of the English Navy.
Product
4. Strengths
Interchangeable
watchstrap
Perfectly adaptable to the dial
in the different colors
It makes it a multifunctional product,
wearable on all occasions
Available in 3
different models:
CLOTH FABRIC
(NATO)
LEATHER
STEEL
sports design and
for color lovers
to give class and
refinement
to combine
elegance and
everyday life
5. Strengths
Stainless
Steel case
Ultra-thin dial
it gives lightness to wear it
all day without weighing
Minimalist design
round shape and with few details
Variable diameter
small size for ladies
large size for business men
Quartz mechanics
of Japanese Miyota
and Chinese manufactory
6. Strengths
Low price
It has been defined as the new
‘Rolex for Millennials’,
as it can also be bought by teenagers
with limited financial possibilities, in
addition to well-behaved business
people.
The price of a DW watch
ranges from 109 € to 169 €.
7. Positioning and competitive scenario
«I realized there was room on the market for preppy watches»,
Filip Tysander claims.
Competitors
Some companies try to exploit
the marketing strategies adopted
by DW to market themselves.
An example is the German Kapten&Son,
which confuses consumers by offering
similar products for texture and colors at a
lower price.
Positioning and Target
In fact, the DW watch is prefabricated and
multifunctional, suitable for all occasions.
It is also a classy product, with a
modern yet refined style, ideal for
both the elegant looking man and the
teenagers with low financial possibilities.
8. Launch: Marketing Goals
DW’s goal was to market itself with a new brand and a story to tell.
Pre-Launch
Bring emptiness into the
market of customizable
watches
Launch
Develop Brand Identity
while looking for more
social media followers
Post-Launch
Consolidation on the
watch market
9. Communication plan: Strategy and Goals
According to Bloomberg, the company did not invest
in traditional advertising, but in social media marketing campaigns.
The company, in fact, has been particularly active on Instagram,
seeking new promoters for its products.
The aim was then to reach millions of social media users,
offering sensational and high quality images.
These campaigns are based on Word of Mouth Marketing,
to increase Brand Awareness and generate Engagement.
10. Communication plan: Strategy and Goals
In order to promote new and old model watches, the company cooperated with
many influencers, such as Kendall Jenner, Nick Bateman or Mariano di Vaio,
who also had a large number of social media followers.
The company asked to post some photos on their own Instagram account.
The DW watch had to be well-sighted, mentioning in the caption
the @DanielWellingtonWatches profile.
The author of the image
received a watch of his
choice
Other users benefited from a
15% discount on purchasing
a DW watch or accessory.
11. Communication plan: Strategy and Goals
In order to enhance engagement, the company also encourages users to take
more creative and original photos, which are both attractive and inspirational.
Finally, the best photos are
published directly on DW’s
official profile with author tags
so as to increase the reputation
of the author himself.
An example is the hashtag
#DWPickoftheDay!,
to publish every day the best
photo chosen among
millions of many others.
12. Achieved Results
Thanks to its marketing strategy, the company has gained
millions of followers year after year, for a total of 3,3 million users in 2017.
From 2014 to 2015, the company gained 214% profits.
The Swedish manufacturer has thus been able to introduce
new styles of interchangeable straps, for both colors and materials,
thus reaching millions of new customers.
13. Data Analysis from social media
DW profiles on social media
count numerous followers:
about 800 thousand on Facebook,
34 thousand on Twitter and
3,3 million followers on Instagram.
The hashtag #danielwellington
counts more than 1,4 million posts.
14. Data Analysis from social media
Analyzing the posts published during the second quarter of 2017 on various
social media, it is evident that:
• are costantly published up to 5 posts per day on the official Instagram
profile, and less post on Facebook or Twitter;
• users comments are mainly positive,
fascinated by both the quality of the
published image and the beauty of DW
watches;
• the company pays great attention to
satisfied user comments or special issues.
15. Conclusions
The winning strategy adopted by the company has allowed the expansion of
the watch collection, revealing a Daniel Wellington side completely new.
In 2017, two new top products were introduced:
the new Total Black dial with a sober style,
and the new Classic Petite with white strap,
for an even more elegant look.
