Longines Ultra-Chron

Client
Longines

Services
Video Production
Photography
Feature Article
Social Coverage
Email Newsletters

Year
2022

Vertical
Fashion

Whenever Longines launches a new watch, it’s always an exciting event. However, the brand wanted to do something particularly special for the release of its 2022 Ultra-Chron timepiece, approaching Man of Many to develop a campaign that would increase brand awareness and engagement for the new sports watch. Leveraging a mix of sponsored content, social media, and targeted email newsletters, the campaign sought to reach a discerning audience of luxury watch enthusiasts. Upon completion it was clear the campaign achieved this and more, significantly outperforming key benchmarks and delivering enormous bonus value for Longines.

Check out the Campaign – High-Precision Longines Ultra-Chron

Strategic Insights

The primary objective of the Longines Ultra-Chron campaign was to elevate brand visibility and drive engagement among a key demographic: men aged 35-44 with an interest in luxury timepieces. The strategy involved a blend of high-impact content, including a feature article, video production, and targeted social media and email outreach. Each channel was carefully selected to maximise reach and ensure that the Longines Ultra-Chron received the attention it deserved from the target audience.

Longines Ultra-Chron | Image: Man of Many — Longines Ultra-Chron |
Image: Man of Many

Creative Concept

The creative direction of the campaign was centred around the heritage and precision of the Longines Ultra-Chron. The feature article, complemented by a visually striking video, highlighted the watch’s key attributes, such as its high-beat movement and vintage design inspiration. Social media content amplified this message, showcasing the watch in a variety of settings to appeal to both collectors and those new to the brand. The overall aesthetic was one of timeless elegance, aligning perfectly with Longines’ brand identity.

Screenshots of Man of Many Longines Ulta-Chron Activity | Image: Man of Many

Implementation

The campaign was executed across multiple platforms, each chosen to achieve specific goals. The core of the campaign was a premium feature article on Man of Many’s website, supported by a video that delved into the technical details of the Ultra-Chron. This content was then promoted via Man of Many’s social media channels, including Facebook and Instagram, to ensure maximum visibility. Additionally, the campaign included placements in two highly targeted email newsletters. A banner display ad further reinforced the campaign’s presence, ensuring that the Longines Ultra-Chron was consistently top of mind for the audience throughout the campaign period.

Results & Key Metrics

The Longines Ultra-Chron campaign was a resounding success, significantly outperforming all benchmarks. The feature article alone garnered 47% bonus pageviews. The accompanying video surpassed the Facebook target by 333%. The email newsletter inclusions were particularly successful, exceeding forecasts by 401%. In total, the campaign delivered 900,920 impressions, demonstrating the campaign’s strong performance and Man of Many’s ability to drive exceptional results.