Our blog from SIHH was an engaging and highly informative compendium of news, photos, video interviews, Q&As and trivia nuggets, as well as the first exclusive look at Lange’s new timepieces.
The Salon International de la Haute Horlogerie is the luxury watch industry’s most important trade show. It takes place annually in Geneva and is open only to trade and limited press.
Tasked with representing Lange at SIHH, our strategy was to move Lange’s messaging from a monologue to a more accessible modern - and digital - dialogue. We proposed that Lange allow the watch-loving public unprecedented access to the show as it actually took place. The result? A five-day live blog of the event.
Our third-party blogger liaised between Lange and the blog audience, revealed details of the new watches and relayed inside information from the show. Over the course of the five days we created, posted and edited over 150 pieces of unique content.
This ranged from brand stories and photos, to video interviews and an online Q&A between the blog audience and Lange’s watchmakers and designers. It was supported by an email campaign and Lange’s first ever Twitter feed.
Left: An on-site photographer contributed to the flow of information by providing us with numerous shots throughout the event.
Above: Lange’s first dealing with Twitter proved to be a valuable asset, as the company’s tweets were heavily covered by the luxury watch blog communities. Below: Awareness of the blog was initially raised by emailing key fans and advocates of the Lange brand.
Our strategy was to target blogs and forums to more effectively reach the small core of highly qualified watch enthusiasts.
We also emailed our database of known watch enthusiasts with the news that we would be blogging directly from the show.
The plan paid off. Thousands of pre-qualified watch collectors visited the site. The results speak for themselves:
• Bounce rate of fewer than 5%
• Average engagement time of 7.5
minutes
• Average of 12 pages viewed
The first sale attributed to the site came only a few hours after launch when a customer in Asia ordered a £40,000 watch.
