Using Influencer power to drive engagement

When Longines, the world famous, 185-year-old luxury watch manufacturer, wanted to target and connect with a more youthful audience for their latest social campaign at Royal Ascot, the global brand team turned to us for help.


So how to do you represent the elegance, quality, prestige and heritage of the Longines brand, but also produce film content that makes the younger, social-savvy generation stop and take note? That was our challenge and our solution was simple: instead of focusing solely on the events at Royal Ascot, we used the incredible marketing pull and personality power of two of the world’s biggest lifestyle and travel influencers – Leonie Hanne and Mariano Di Vaio – to give us a truly watchable and shareable insight into what makes Longines and Royal Ascot such perfect partners.

Using the beautiful grounds of The Four Seasons hotel as our playground, Leonie and Mariano were our excuse to show the audience the part you never see – the oh-so glamorous pre-event preparations. From appointments with a tailor to afternoon tea on the lawn, the content underscored the values of the brand, subtly showcased the product and let both personalities shine through.

The film was published during the event to ensure it reached the audience in ‘real time’ when Royal Ascot was the hot topic on social media. Together with a series of beautiful images, these assets were also posted on the influencer’s Instagram accounts to capitalise on their huge following.