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

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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.

3 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

  2. Dear Sir/Madam

    I am a blogger / influencer and a natural beauty & style enthusiast. I have a social media platform @moodbyfidiarts on instagram. I also have my own crafting business where I make handmade products. My work can be seen on I’m always on the hunt for the next best beauty product. I had an idea for an article that I think would be perfect for your marketing section and wanted to see if you were interested.

    Many people are embracing the most talked about timepiece products on the market nowadays and looking for reviews on the best products for their taste in watches. I know Daniel Wellington has tons of reviews on products but as everyone knows, what looks nice for one does not fit for all. So, I was thinking an article focusing on my experience of using your products would be perfect. In an age where scrolling is the new research method, going on to a website to write a review is time consuming for some and with the expectation of writing 3 words like “it’s really good”. Then someone is expected to go onto the website to read the reviews and make a decision on whether they want to buy it or not.

    What I can do with your products is guarantee an article for each product after wearing it for a period of 2 weeks. During that 2 week period I can post it on my feed with a narrative. The products will be included within other feeds and also stories to highlight its style, usability, cost, quality & recommendations.

    I review products regularly on my feed and depending on what you’re looking for I am always open to ideas and suggestions and wish you can consider me to market your products.

    Yours faithfully,

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