Client
TAG Heuer
Services
Video Production
Photography
Sponsored Article
Email Newsletters
Socials
Display Ads
Year
2022
Vertical
Watches
TAG Heuer is known for its determination to deliver the highest of standards with everything it touches, so for the 2022 release of its Connected Calibre E4 Golf Edition, the iconic Swiss brand approached Man of Many to develop a campaign that would do precisely that. The highly polished campaign aimed to highlight this premium watch’s advanced features and unique appeal to golf enthusiasts, leveraging Man of Many’s influential platform to reach a targeted audience of luxury watch and sports enthusiasts. The final results surpassed those forecast, with every deliverable exceeding its benchmark.
Strategic Insights
The primary goal of the campaign was to highlight the unique features of the TAG Heuer Connected Calibre E4 Golf Edition, focusing on its advanced golf-tracking capabilities and stylish design. The campaign sought to position the watch as an essential accessory for golfers who value precision and performance. The target audience included tech-savvy golf enthusiasts and luxury watch aficionados.
Image: Man of Many
Image: Man of Many
Image: Man of Many
Creative Concept
The creative concept centred around the theme of “Precision and Performance on the Green”. The campaign showcased the watch in various golfing scenarios, emphasising its ability to enhance the golfing experience through accurate tracking and stylish presentation. The hands-on review provided an in-depth look at the watch’s features, including its GPS capabilities, shot tracking, and detailed course maps, which are particularly appealing to the golf community.
Implementation
Man of Many executed a multifaceted campaign that included photography, video production, a sponsored article, social media promotion, and display advertising. The sponsored article provided an in-depth, hands-on review of the watch, showcasing its features and benefits through high-quality imagery and insightful copy. Professional video production captured the essence of the watch, highlighting its elegance and advanced functionality. Social media posts on Instagram and Facebook were crafted to generate buzz and direct followers to the article. Display ads were strategically placed across the Man of Many website to capture the attention of site visitors and drive them to the review.
Results & Key Metrics
The campaign delivered outstanding results, significantly surpassing initial expectations. Each deliverable exceeded its benchmark, providing substantial bonus value to TAG Heuer. The feature article achieved an 83% bonus, showcasing the high engagement and interest generated by the content. Facebook posts outperformed by 177%, while Facebook video posts saw a 25% increase in views, demonstrating the power of social media amplification. Instagram stories achieved a 75% bonus, and YouTube video posts saw a 12% increase in views. The EDM newsletter inclusion saw an impressive boost of 154%. Notably, the banner display article takeover exceeded expectations by 319%.
These impressive bonus values significantly enhanced TAG Heuer’s brand visibility and engagement, proving the effectiveness of Man of Many’s strategic approach. The overall campaign impressions reached 910,348, a 149% increase over the benchmark, solidifying Man of Many’s position as a leading platform for impactful advertising campaigns.
Credits
Producer: Denise Barnes
Talent: Frank Arthur
Journalist/Talent: Sam Mangioni
Pro Golfer/Talent: Dimi Papadatos
DOP/Camera: Matt Cresswell
Second Camera: Tim Oxford
Sound: Jo Dutaillis
Photographer: Harry Hayes
Photography Assist: Rocket Weijers
Article Content Creation: Jacob Osborn
