In Class 3 we discussed why bloggers are valuable advocates for brands. Daniel Wellington, a Swedish brand of watches, is a recent example of how a brand has effectively used social media influencers to market their products. Most notably, Daniel Wellington watches have been featured on various popular Instagram profiles. They also featured promotion codes for a 15% discount. Very smart thinking, Daniel Wellington.
Why is Instagram a great place to market Daniel Wellington watches?
- Unlike YouTube beauty gurus who frequently review and rave about sponsored products, Instagram isn’t polluted with advertisements and brands. Without any verified accounts, there is hardly a corporate feel to it. People post pictures of their food, outfits and pets. It still feels authentic and very personal.
- Instagram is home to thousands of #ootd posts, in which people feature the items they wore on a particular day. Accessories are an important part of an outfit, and Daniel Wellington has managed to leverage the type of sharing Instagram does best.
- Daniel Wellington has identified and selected a number of popular Instagram users. docaitlin, insain, cece_wong and hellosylviaa are just a few who are doing marketing for the brand. With follower counts ranging from nearly 15,000 to over 34,000, they are certainly influential advocates.
Clockwise: docaitlin, insain, cece_wong, hellosylviaa
Another great benefit to marketing on Instagram? The lower costs. In an interview with The Black Renaissance, Filip Tysander, the founder of the company, said:
“We have [focused] marketing the brand through social media, which has been very cost efficient.”
Will you be purchasing one of their watches?