ENDLESS

SUMMER

ENDLESS SUMMER

Objective: Increase interest and awareness of Daniel Wellington's new Pastel dials by leveraging seasonal shifts in consumer behavior.

Background: During summer, consumer behavior shifts from traditional media like Google Search to social channels. With more free time focused on entertainment, platforms like TikTok, Instagram, Facebook, and Snapchat become crucial for reaching our audience.

Challenge: Position the new Pastel dials in a relevant seasonal context and create a concept that resonates with our target audience.

Strategy: The design of the new watches perfectly matched the summer season. With social channels as our primary message carriers, we targeted a younger demographic, specifically Gen Z.

Concept: Inspired by how Gen Z travels and interacts, we crafted a narrative following a group of friends visiting a French coastal city. The campaign focused on their exploration and the memories they created, highlighting themes of friendship, adventure, and the sensory experiences of summer – the scent of salty hair, tanned skin, lavender, and thyme in the warm breeze.

Execution: Developed engaging visual and video content depicting the friends' journey, showcasing the Pastel dials in various summer activities and scenic locations.

Platform Utilization: Maximized reach by tailoring content for TikTok, Instagram, Facebook, and Snapchat, using platform-specific features to enhance engagement. We partnered with influencers who align with Gen Z values and aesthetics to amplify the campaign's reach and authenticity.

Results: Increased brand awareness and engagement on all targeted social channels and successfully positioned Daniel Wellington's Pastel dials as the must-have accessory for the summer season among Gen-Z consumers.

Conclusion: The campaign effectively utilized seasonal consumer behavior changes to create a strong, relatable narrative that resonated with the target audience, driving interest and awareness for Daniel Wellington's new product line.

Thank you,come again

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

© JOHAN MIRSCH PEIRIS 2024