Jane Leung
Jul 13, 2010

Raymond Weil Geneve banks on social media for new campaign

Swiss luxury watchmaker Raymond Weil Geneve is banking on social media in its latest branding campaign titled ‘Raymond Weil by you’.

Raymond Weil by you campaign
Raymond Weil by you campaign

The campaign can be found at www.raymond-weil-by-you.com and it is linked to social networking platforms like Facebook and Douban in China. The objective is to get a first hand view from the general public on the watch brand itself. The campaign is expecting to reach 45 per cent of the 30,000 fans on the Facebook in Asia.

The site targets customers, employees, resellers and fans. It asks people to share their perception of Raymond Weil today, and their vision for the brand in the future. Raymond Weil is hoping to find a more precise future and shape the brand according to the people.

Elie Bernheim, S.A. director at Raymond Weil said: "As a family owned company, we pay a special attention to build favored and trusted relationships with the brand aficionados."

The project is led by eYeka Asia-Pacific. Contributing comments to Raymond Weil is only the first phase of the campaign. It will launch a ‘co-creation phase' later which consumers would be ask to create user-generated content around a specific brief. 

This is the first time the company has engaged pro-actively with stakeholders. The team at eYeka said this new intiative is "a strong indication of the trend moving away from push marketing towards pull marketing". Co-founder and CEO of eYeka Alexandre Olmedo added: "Collaborative marketing is not fully embraced by brands and agencies yet because of their fear of losing control."

 

Credits:
Project Raymond Weil by you
Client Raymond Weil
Creative agency eYeka Asia Pacific
Chief creative officer & CEO Alexandre Olmedo
Engagement planner Scott Teng
Social media manager Alexis Cheong
Exposure Online, direct marketing

 

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