Foto de Instagram enseñando una mano con el reloj de Daniel Wellington

Daniel Wellington or how to use Instagram to grow your brand by leaps and bounds

When we say “Daniel Wellington” (DW), the first thing that probably pops into your head, apart from the silhouette of a watch, is Instagram. Or perhaps both at the same time.

Founded in 2011 by Filip Tysander, the Swedish brand has experienced incredible growth on (and also thanks to) this social network

With currently more than 1,700,000 posts with the hashtag #danielwellington and more than 4 million followers on Instagram, DW is one of the brands with the biggest digital presence. In addition, the brand has established its own unique marketing strategy which its competitors, such as Cluse or Rosefield Watches, amongst others, have integrated into their own marketing plans.


Screenshot of search for #danielwellington on Instagram

Therefore, in this particular case, we’re not talking about a specific campaign, but a communication strategy that’s completely focused on Influencer Marketing – just how we like it! But how does DW work? We’re here to explain just how with four simple questions.



Daniel Wellington works with both paid collaborations, as well as collaborations in exchange for products. Their marketing strategy is constant; there’s always someone on your Instagram feed wearing one of their iconic watches with the exchangeable straps.

In terms of the size of the influencers’ communities, the brand combines top profiles, such as Lily Aldridge or the Jenner sisters, with microinfluencers with much smaller followings (approximately 5 – 15k). This ensures both reach and engagement rates and reinforces brand awareness.

Results obtained via Influencity’s software for @kendalljenner’s post






Results obtained via Influencity’s software for @lilyaldridge’s post
Results obtained via Influencity’s software for @kyliejenner’s post



The brand launched an international campaign with profiles from a wide range of countries, as well as on different platforms (Youtube, Twitter, Blogs…), but the biggest emphasise was on Instagram.


The influencers’ posts follow the brand’s aesthetic. DW’s feed consists of influencers’ publications; clean, elegant images in which the product is the main protagonist and can be appreciated.

@danielwellington’s feed
Post by @danielwellington from 29th April


That way, content generated by influencers, as well as the users that follow and emulate them, helps reinforce the brand’s image.

On the other hand, the personalised discount codes assigned to each influencer help the brand measure the traffic generated by each profile (and evaluate the return generated), as well as provide potential clients with an incentive to purchase products. 


The strategy focuses on this particular area of marketing which generates a need amongst users, in which users see the product, feel inspired and want a watch for themselves. That, combined with the fact that the watches are reasonably priced, is what makes Daniel Wellington’s strategy foolproof.

In conclusion, Daniel Wellington arrived at the right time and in the right place, but managed to do so (and is still doing it) in an exemplary way.


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2 thoughts on “Daniel Wellington or how to use Instagram to grow your brand by leaps and bounds”

  1. Hello

    I hope this message will find you in good condition .

    My name is Samuel Wyne Gumbi from South Africa Durban I’m 24 years old and I’m an entrepreneur & Influencer.

    I was asking what is needed for me to become a Daniel Wellington Influencer I would appreciate if you can give me a chance to work with you in good up your business. I have worked with some many brands in being an Influencer and the results are awesome. Please I would appreciate if you can give me a chance. I’m really impressed with the items you have in store and they will be easy to work with because I like classic & elegant. I would appreciate if I can be your Influencer/ brand ambassador here in South Africa that will help your business to grow so big because I’m good when it’s comes to promoting brands.

    You can visit my Instagram page @Samuel_Wyne. My contact details 0607480151 ( Call / WhatsApp) , email address –

    I’m hoping for the positive response from you.

    Thankfor your time.

    Yours sincerely
    S.T.W Gumbi

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