Like A Swiss Watch: Roger Dubuis' Savvy Storytelling on WeChat

In today’s digital age, promoting a new product on social media can be a daunting task for marketers, posing the challenge of how to make an impactful statement, but also achieve tangible results Here is what luxury brands can learn from Swiss Watchmaker Roger Dubuis, on how to launch a decent product campaign on China’s WeChat. The Product: The timepiece entitled “Excalibur Spider Pirelli” is a product of the collaboration between Roger Dubuis (of Swiss luxury group Richemont) and Italian tire manufacturer Pirelli The watch is available exclusively for Chinese consumers this summer.

The design features rubber inlays from certified Pirelli winning tyres. The launch of the product was supported by a comprehensive social media campaign, created by FABERNOVEL, a Shanghai-based digital agency servicing premium brands. During the run of the campaign from May 29 through June 10, the promotion generated up to 5 million impressions on WeChat, recruiting hundreds of followers to the . Source