How do we address a community of Swiss watch enthusiasts while also capturing the interest of the general public? This was the challenge set by the Swiss Watch Industry Federation FH earlier this year.

To meet this challenge, our teams developed a social media content strategy for the Instagram account of watch.swiss. This strategy is based on two key pillars: a brand awareness strategy to increase visibility for watch.swiss among watch aficionados, and an engagement strategy we call “Brand Utility” to boost interaction and generate virality with each user.

Increasing Awareness Among Connoisseurs

To increase the visibility of the account in specific markets, we developed a strategy of creating sharp and aesthetic content in collaboration with watch brands, aimed at a connoisseur and enthusiast audience. To date, we have produced over 25 pieces of content in partnership with leading watch brands, thus enhancing the recognition of watch.swiss in Switzerland, Morocco, the United States, and Scandinavia. Recently, we intensified our efforts in the Benelux region, where we saw a 40% increase in unique individuals reached and gained 650 new followers.

Creating Engagement with Everyone

With the aim of generating engagement among a broader audience and creating virality, we implemented a brand utility strategy focusing on the unique features of each watch through short, impactful content (snack content).

Over the past six months, to meet Instagram’s frequency requirements, we created and shared over 40 reels in collaboration with watch.swiss partners. This new strategy not only increased the brand’s visibility, with a 35% increase in impressions, but also multiplied account engagement by 4.5 times. This was particularly evident with a 188% increase in shares and a 250% increase in saves of our posts, proving the effectiveness and relevance of our content.