TOGETHER AGAIN

Objective: Generate excitement for the gifting season and encourage customers to purchase Daniel Wellington products for their loved ones.

Strategy Shift: For the first time, we highlighted the diversity and breadth of Daniel Wellington's growing product portfolio.

Emotional Connection: Moved beyond individual product focus to create a cohesive Daniel Wellington world where all customers felt invited and connected to the brand.

Concept Development:  A Post-Pandemic Reunion: Inspired by the progress in COVID-19 vaccinations and the easing of restrictions, we crafted a narrative centered around family and friends reuniting for the holidays after a long time apart. We wanted to showcase a diverse cast of characters celebrating together, reflecting the inclusive and varied nature of Daniel Wellington’s customer base.

Execution: Visual and Video Content: Created engaging images and videos portraying the story of James and his son Lamin, Åsa, and her daughter Emilia, Emilia’s friends Mo and Ivy, and the newly in love couple, Arvid and Lowa.

Results: The campaign was a remarkable success, we achieved a +552% increase in Return on Ad Spend (ROAS).

Brand Connection: We successfully created a warm, inviting Daniel Wellington world that resonated with a wide audience, fostering a deeper emotional connection with the brand.

Conclusion: The 2021 Holiday Campaign marked a pivotal shift in Daniel Wellington’s creative strategy. By focusing on inclusive storytelling and the broader product portfolio, we created an engaging and heartfelt campaign that significantly boosted brand affinity and sales.

Thank you,come again

Stockholm, SWE 
Phone: +46 0708 69 1988
Email: peiris.johan@gmail.com

© JOHAN MIRSCH PEIRIS 2024