Client
Longines
Services
Video Production
Photography
Feature Article
Social Coverage
Email Newsletters
Year
2022
Vertical
Fashion
Man of Many partnered with Longines to launch an advertising campaign aimed at increasing brand awareness and engagement for their Ultra-Chron 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.
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 maximize reach and ensure that the Longines Ultra-Chron received the attention it deserved from the target audience.
Image: Man of Many
Image: Man of Many
Image: Man of Many
Creative Concept
The creative direction of the campaign was centered around the heritage and precision of the Longines Ultra-Chron watch. 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.
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.
