MIDO

Increase brand notoriety for Mido (Swatch Group) via a collaboration with 12 influencers across 10 different countries, covering 4 continents. Besides showing off the product, the objective of the campaign was to highlight the new elegant online watch configurator, one of the brands latest innovations.

We suggested a campaign 100% run on Instagram to highlight the luxury nature of the brand. Each influencer was asked to carry out two posts. The first was to highlight the online watch configurator (via an Instagram carousel post) and the second photo was to show the resulting created watch. For the second post, the influencer announced the contest run by Mido, giving consumers the chance to win a trip to Asia after having designed a watch on the Mido site.

This campaign shows the different ways to present the same product across different countries. Any cultural differences are offset by the influencers ability to recognize what works and what doesn’t for their communities. For example, in Asia, posting a photo featuring the influencer themself generates a large engagement rate, whereas in Europe it is quite the opposite. Additionally, for this campaign we decided that a carousel post would work best due to its increasing popularity on Instagram. The ability to show off the product from several angles via different photos whilst only taking up a single post on the influencers page, is a clear advantage. The very high number of contest participants (+30k watch configurations) shows the operations success.