Daniel Wellington is a watch company that grew from $150k in revenue to $220 million from 2013-2015, becoming Europe's fastest growing company. They achieved a milestone of 1 million watches sold much faster than iconic brands like Rolex and Tag Heuer. Their strategy focused on influencer marketing, targeted hashtags, and user-generated content. This digital-first approach resonated most with younger audiences and helped Daniel Wellington gain millions of followers across social media platforms.

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.