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DW Digital Strategy Tanaz Dodhia
- 1. Daniel Wellington’s digital strategy - “influence” is not about number of followers.
- 2. 1 MILLION WATCHES DW reached a milestone of a Million watches in 2014. Rolex took 111 Years to reach the milestone, Tag Heuer 156 Years Europe’s fastest Growing Company. 4700% Growth in 2013-15 From a $150K Startup to $220 Million revenue Individuality Over Corporate Consistency.
- 3. AFFORDABLE WATCHES Minimalistic & Attractive Interchanging Replacing Nylon Straps It made watches look more trendy, appear luxurious still being inexpensive. A watch for multiple occasions. Despite being inexpensive, the company makes a gross margin of about 50%.
- 4. Traditional V/S Digital Highest appeal for younger people and social media consumers. Sharing aesthetic and authentic pictures of these minimalistic watches to garner millions of eye balls. Most Influencer Mentions on Instagram in 2018. 20,000 MENTIONS FROM 7200 INFLUENCERS Limited spending capacity, Limitations brings out the best in people.
- 5. Approach & Goals Strong Brand story. Influencer Collaborations with free Goodies. Strong Hashtag Penetration Increase brand awareness to millions of people around the globe using image based social media platforms. Leverage branded hashtag campaigns. Driving sales through unique promotional codes for influencers.
- 6. TARGETED HASHTAGS #Danielwellington Used in over 1,800,000 posts. Encourage Influencers and ordinary people to use the hashtag(s) while putting pictures online. Competition to feature on the Daniel Wellington Feed with #DWPicoftheday. Over 63,000 Posts. #DWpicoftheday
- 7. USER GENERATED CONTENT Focus on user generated content from it’s influencer community across various fields. Made the content more natural, authentic and appealing. 95% of Daniel Wellington’s Instagram material is User generated.
- 8. THE SUCCESS 800k+ Posts generated by Daniel Wellington branded Hashtag campaigns from both influencers and Ordinary social media users. 214% Increase in profits from 2014-15. 1.2M+ Increase in followers in a year. From 850k To 2.1 Million followers. Currently about 4.9 M followers on Instagram.