Case Study
Breitling connects with watch experts and buyers at Baselworld 2019
Key results
963K
impressions
554K*
video views
1.57%
engagement rate
The opportunity
Baselworld is one of the world’s primary trade events for the luxury watch sector. Located in Basel, Switzerland, it’s a global stage for brands launching the latest high-end mechanical timepieces.
For Baselworld 2019, watchmaker Breitling (@Breitling) wanted to showcase its presence there while driving awareness for its latest product releases: the Navitimer 806 re-edition, the Navitimer Automatic 41, the Premier Norton collaboration, and the new Superocean.
To do this it turned to Twitter.
The strategy
Twitter's targeting capability was used to identify potential customers and industry experts. Breitling was then able to reach them via a Promoted Trend around the hashtag #Baselworld2019.
Breitling and its agency Wavemaker ran Video Website Cards for the watches. This was aligned with global communications activity surrounding their launch. Altogether, Breitling released a 60-second video for a new watch each day over a six-day period.
Each video told the story behind the watch while close-ups of both its interior and exterior were created to emphasise design quality and workmanship.
01
Attract attention with a Promoted Trend.
Breitling opted for a Promoted Trend, which followed on from the previous year’s #Baselworld2018 hashtag. The messaging was tailored around the latest product releases and aligned with the global launch.
02
Tell your story with video.
Targeted Video Website Cards told the story behind each of the watches with the aim of boosting engagement and driving consumers to the website.
The success
The activity over-delivered against expectations by at least 7%, reaching 3.22M trend impressions compared to 3M expected, and 963K Tweet impressions versus 900K expected. And this happened with a lower CPM than on previous Twitter activity.
*A video view, in this case, is a video watched for 2 seconds or more in 50% or larger screen mode.
We understand how difficult it is to ‘cut through the noise’, especially during news-intensive times like Baselworld. Twitter’s Promoted Trend allowed us to effectively grab the watch enthusiast community’s attention and drive their interest during the hyper-cluttered Baselworld fair.
Solutions used
Creative Canvas
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