Daniel Wellington – A Social Media Golden Child

A couple years ago, Daniel Wellington or the word Nato Strap didn’t mean much to any fashionables. Launched in 2011, Daniel Wellington became an international sensation in the fashion watch world with huge social following especially on Instagram. They did it without noticeble investment in traditional paid media (Print, OOH, TV, etc). However, they invested strategically on digital especially on social media, riding on the trend of UGC (User Generated Content. It’s not a new concept. Burberry has done it well with artoftrend.com). The term “Nato”, originally from British Navy, is not widely used in the interchangeable straps watches world.

DW Site

Sleek & Simple Design

 

What’s their key to the great success? Let’s sum them up:

1. Clear and Concise Brand Story

The story began with a friendship across the world. Daniel Wellington is supposed to be a dynamic individual who has a James Bone Flair and wears his Rolex with a Nato Strap.The brand is supposed to be a tribute to the man with the same name. (Seriously, there’s never a photo of Daniel Wellington on the internet. I’m personally doubting the existence of such person.

Quoted directly from Daniel Wellington’s Official Site:

DW /Brand Story

Words Only

2. Clearly defined persona & Target Audience

Persona

Daniel Wellington himself is the ultimate brand ambassador –  gentlemanly and refined, yet completely unpretentious. (According to Fashionbeams.com). Mr Wellington has a colorful personality and a great sense of style.

The design is simple –

  • the Nato Strap
  • the Leather Strap
  • A Watch for all Occasions summed that up

Target Audience:

For the modern style conscious male, but, ‘not just for men”.  (How clever is that!)

Stylish men, but not just for men

3. Well-rounded visual appeal on the right platform – Instagram

Shows how watches can match with different seasons/occasions by the easy change of strap (now everyone knows the NATO strap..) the over 917K fans is a good indicator of its success. It’s definitely thew golden child of Instagram – the visually appealing platforms for the fashionables

Daniel Wellington Has over 710K fans around the world, way more than its Facebook following. The place of all the quality content.

Daniel Wellington Has over 710K fans around the world, way more than its Facebook following. The place of all the quality content.

4. Strong Word of Mouth Network

That’s actually the top secrets of their success. They seeded out thousands of watches to numerous bloggers in different sectors and offered their fans a unique/personalised 15%-20% discount code for their fans to buy the watches directly from DW’s official site (of course, they do free shipping to lower the barrier).

As Shown in their Tmall Flagship Page

As Shown in their Tmall Flagship Page


Benefits of Extensive Bloggers outreach

1. Credibility – they are influencers. They built up their flowering and their own brand. It’s simple endorsement. They don’t need to be all fashion bloggers, as long as they poise a lifestyle followers aspire to.

2. Content – bloggers are content generators. Content is king. This is exactly what bloggers are good at. They create very impressive photos with the watches under the hashtag #DanielWellingtonWatches. With the bloggers and key opinion leaders (KOLs) starting the trend, others follows and a social culture of taking visually appealing image with DW watches is a cool thing to do.

3. Traffic – it’s all about sales at the end of the day. With the personalised discount, bloggers are more willing to direct traffic to DW’s site and encourage their fans to purchase – internet word of mouth.

4. Quality User Generated Content (UGC)

As the led by the fashionables, a social culture of #DanielWellingtonWatches have been formed. Quality UGC is ultimate consumer engagement. #DWpickoftheday offering no incentive but featuring the photos on DW’s official Instagram has been a great way to keep the momentum going for more quality UGC. It’s a symbol of style if your photo is picked. DW won the exposure and also the heart of the consumers – double win.

Featuring quality UGC (User Generated content

Featuring quality UGC (User Generated content

6. Board & Decentralised distribution

DW is sold in over 450 points in APAC and over 35 major online stores. They ranked no. 11 in the top watch brands in terms of sales on 11.11 in 2014. Their first ever store is in LCX Hong Kong. Rumor has it. The sales is impressive as well. As for Tmall, DW does play by Tmall’s rules, offering discount, coupon, 50% off here and there, even for online activation didn’t require such deep discount.

DW's Tmall Flagship

The Key to DW’s success is their smart use of social media and bloggers outreach. Whether or not, the brand is a one time hit or could emerge to an icon in fashion watch is still unknown. They just launched a new watch Dapper. What do you think?

(I did ordered mine online using one of the bloggers’ discount code 😉 Online Shoppaholic ME)

My Takeaway from Yahoo OMS 2014

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I’m getting old and forgetful so before I completely forget why I disappeared from my office for a whole day. Here’s a summary of my key takeaway from the Yahoo OMS 2014, Hong Kong.

Statics:
2014, Hong Kong people spend avg. 148 mins daily accessing to the internet through their mobile devices, which is a 12% increase compared to last year.

Surprising? Nope. Any new engaging ad format on Mobile? Not that I’ms aware of. Tough cookie to crack.

Tumblr:
Top 3 Tumblr countries in the world:
1. US
2. Brazil
3. Japan

56% of the users are aged 13-34 (opps, I barely make the cut, ;-p) with quite even gender distribution, 51% female and 49% male.

I’m so glad that one of the countries I look after is on the top 3. My colleague and I were discussing why Japan is so up high on Tumblr use?

My take?
1. Tumblr is similar to Twitter that you don’t have to know your followers or the people you follow. You can remain completely anonymous, which fits their overall culture of being private and shy.
2. Tumblr is a very visual appealing platform with amazing animated gifs. With the Menga culture so deeply rooted in the Japanese culture, Japanese audience is no doubt easily fascinated by the visual/animated appeals.

Your take?

Intent of Use – Facebook Vs Twitter Vs Tumblr
social comparison

 

 

 

 

 

 

 

Finally came Entertainment –

“Put Brands into Popular Culture and Popular Culture into Brands”

This is a key way to make your brand up to date and appeal to the current social media savvy, content seeking generation. You have to be either very funny, very touching or completely incredible to be a social media/viral babe.

Words of wisdom
Don’t tell stories for Digital.
Tells Stories. Take advantage of Digital.

Many marketers, especially digital marketers, would fall into the trap that we have to create stories for digital. Viral campaign was such a buzz words a couple years ago. However, not all videos were made with the goals of getting viral would actually make it. Truth is, many just fail. Why? You have to have a GREAT story to begin with and the devil lives in the execution. It’s not that random low quality, flash of genius video don’t get viral, but these videos were usually not made to be viral.

I was responsible for a couple of semi-failure, myself. It’s hard to have a “brand-right” viral video unless your brand is embracing the risk. “Safe” can get you nowhere.

Speaking of successful campaign, here’s the tips:

“Think like a Marketer, Act like a Producer.”

Of course. It’s much easier said that done. Let’s see how it’s done well.

The QVC’s stunt with Miss Pissy & the Great late Joan Rivers is simply genius

Act 1:
At one of the red carpet after-party, Ms. Joan Rivers, stormed out from the party with whipped cream on her face. With such a controversy personality, this potential “assault” attracted media attention. All the entertainment news was picking this up.1393683251_joan-rivers-article

Later, a “secret” clip was revealed in the internet. The “attacker” was actually Miss Piggy from the Muppet. At that moment, the public knew it’s not some common cat fights between celebrities. It’s indeed a stunt, but it’s interesting enough to keep you follow.

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More juicy and scandalous photos here.

Act 2:
A video documenting of Ms. Rivers & Piggy’ decade-long hostility against each other came up with interviews of other celebrities, with their speculation on the fight. Of course, the celebrities were carefully chosen. My favourite has to be, the girl from “Precious”, she went like “Seeing the cake thing, just broke my heart”. Her face was priceless. – This is pure entertainment.

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Act 3:
Finally, the devil was revealed – Ms. Rivers and Piggy is going to battle on who’s better by going on QVC, a traditional TV shopping channel and see who can sell more in a day. Yes, the devil is QVC. Even though at that point, you knew the stunt is for QVC, you still want to know who won. The winner, of course, is QVC, who finally can tab into the younger generation and had the most social day.

 

There’s even a Muppet Wiki Page dedicated to this campaign.

What else did I learn? Yes, something for fellow marketers. Listen to your audience before coming up with the idea for a campaign. It’s not something new but as a marker, sometimes, you simply get ahead of yourself and forget the basic.

  1. Make your campaign goal as simple as possible.
  2. Listen to your audience and analyze your product’s strength. Identify a topic worth the campaign
  3. Work closely with your partners – trust them and be understanding

That’s about it. Hope it’s entertaining enough and it’s something you don’t know here. Got questions, please comment and let me know.

Perfect Marriage of Social Media & Ecomm – GLAMOUR SALES | DOGGY SALES CASE STUDY

In the event of Tmall 626 Mid Year Sale, let me share a genius campaign by Glamour Sales:

A Classical Easter Egg campaign that was made success with the following:

1. A thought-through strategy
Random codes to provoke curiosity -> KOLs to spread and pass on the meaning of the secret code -> let the sales come in -> conclude the campaign with a cute & witty video for branding = GENIUS
2. Smart use of social media and KOLs (A network of over 600 different KOLs)
3. Cute & witty factors for viral videos

Showrooming – ecomm retail jargon in laymen terms

The term showrooming is so common especially with the boom of ecommerce. Showrooming, refers to the act that consumers look for products to buy in the brick and mortar and while in-store or after, go online and look for a cheaper price.

This was exactly what I did today. While waiting impatiently for my friend trying on every pair of pants and shirt in Ted Baker, some dress caught my eyes. A mom with two kids were looking for a dress for an event, according to her words. She picked out about a dozen dresses to try on and this particular Langley dress was one of them. She tried it on and it looked like a mini dress for her and not too flattering. To just fulfill my evil self that I look better in that dress than her, I tried that on.

When I zipped up and looked into the mirror, I was stunned, speechless.

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I set myself a trap. I fell in love with that dress! When I checked the price tag, it’s don’t within the price range for my dresses.

So I did what many others did – I went online to check. On tedbaker.com, the dress is about 15% cheaper already. The problem is it only shipped to the UK…

So I also did what I usually did – I went on Taobao and checked if they carried that dress. I found many of the nice dresses on Taobao but not the one I love.

And I went one step further – share on social media and sought for staff discount. And tah dah – someone I know has it!

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Now, I just need to wait, for my dress to arrive in due time;-)