Redefining
Content Strategies
360 CAMPAIGN MARKETING CONTENT
Creative Direction Art Direction Production Design Copy
THE CLIENT
WatchBox, now The 1916 Company, is the largest retailer of preowned luxury wristwatches in the world. Target audience including collectors, high-net-worth individuals and enthusiasts.
ABOUT THE ASK
Form and launch a new marketing strategy underscoring brand presence in the luxury editorial space. Create and rollout a 360 campaign introducing renown editor, Jack Forster as the brand’s new Editorial Director.
KATE’S TLDR
A 360 campaign introduced Jack Forster as Editorial Director, enhancing editorial presence. Through collaboration with sales, creative, and editorial teams, the initiative successfully transitioned into the editorial space, boosting recognition and engagement.
DELIVERABLES
Content strategy
Content calendar
Editorial content creation project management systems
Campaign strategy, production and management
Homepage hero
Refined UI/UX on editorial section of web
Organic social
Paid ads
Email / SMS / Push
Customer Touch Points
On-going CMS support
PHASE ONE
Discovery
and insights.
OBJECTIVES
Bolster marketing efforts with editorial content
Create editorial space to thrive
Facilitate collaboration with sales, creative and editorial
Draw more eyes to Jack’s presence at the brand
Introduce audiences unaware of his tenure
Differentiate from competitors in the space
Garner brand recognition
THE PATH
Partner with Jack to understand what kind of story he wants to tell
Create a content plan inclusive of capacities and historical analytics
Carve areas for A/B testing to gain more insight
Solve for: What can Jack bring to the table that other experts don’t? In what ways can we present him as an authority in the space and ambassador for the brand?
HOW WE MADE IT HAPPEN
Behind-the-scenes footage and photos of Jack, along with detailed shots of product and educational voice overs, underscored our presence in the editorial space and brought a welcoming tone into an otherwise complex category.
PHASE TWO
Strategies
and concepts.
IDEATION
As a team of many mediums—in this case video, photo, copy and design—we pulled swipe and brainstormed as a group. The process of pulling swipe allows us to solve from every angle and assess what kind of approach could communicate our intent, while keeping our audience, budget and resources in mind.
SOLUTION
Rather than straying too far from product views, which consistently performed well with the audience, we opted to place product secondary to Jack’s presence.
Jack would write three articles of his choosing, creative would work in tandem with him to select featured timepieces. Copywriters would use the content Jack produced, to craft marketing efforts across email, social, SMS and more.
Our shoot would center around Jack’s headshot production, where behind-the-scenes footage was captured. Our hero assets utilized a cinemagraph technique, where only a piece of the composition was moving. This technique allowed a clean, straightforward communication while asking the audience to stay a little longer to consume more content.
SOCIAL CUTS
PHASE THREE
Video, photo, copy,
and design production.
PLANNING
Pre production and testing took place while other details were worked out, including call-sheets, voice over scripts and cadence of marketing material distribution. With this being a heavy marketing strategy lift, it was imperative to stay connected to stakeholders, creators and the audience.
EXECUTION
With all our ducks in a row, production went smoothly and we ended up with more material than expected. To weave a comprehensive story together, introducing Jack and the brand’s new editorial shift, we were all glad for the amount of pre-production that went into the experience.
OUTCOME
How it performed and what we learned.
RESULT
Learning how to make every creative squeeze worth the juice
Never under estimate the power of well organized pre-production
Using editorial content as a base for marketing efforts required an immense amount of collaboration between key stakeholders, and if done properly, can be an enjoyable exercise for all involved.
TAKEAWAYS
The brand was able to pivot into an editorial space, and serve up editorial content to its audience successfully, enabling all delivered material to work harder across channels.