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.
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.
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.
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.