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Discover how one of the biggest luxury watch manufacturers has recently revolutionized brand storytelling by adapting to the Digital Era.
Recently, I landed on rolex.org - a groundbreaking new website from the iconic brand. The site greets me with an inspiring documentary about its founder, Hans Wilsdorf, and immediately immerses me in a world of content that goes far beyond watches and their golden crowns. With a narrative rich in articles and dynamic video interviews, it's clear that no actual products are being featured.
Launched on December 10th, 2018, this website showcases Rolex's commitment to philanthropy as an extension of the brand's commercial website rolex.com. It invites users into an inspirational and educational universe that explores domns such as Arts and Science beyond traditional watchmaking. The term Perpetual is repeated throughout, underscoring the company's dedication to preserving these itarian areas.
As a digital marketer, my initial thought was that this move could be seen as strategic competition agnst industry peers like Vacheron Constantin and Audemars Piguet who also highlight their rich heritage online. But from the perspective of a watch aficionado, it offers an incredible opportunity to delve deeper into the brand's history and philosophy.
Should brands opt for subdomns or dedicated sites when looking to share similar content? According to Benedicte Soteras, SEO Manager at DLG Digital Luxury Group, a separate website can deliver creativity, brand image, and technical complexity better. However, from an SEO standpoint, having all this insightful content on the flagship site could bring significant advantages in terms of domn authority and ranking. It seems that it largely deps on your objectives and priorities.
Rolex made headlines with its Twitter debut coinciding with the launch of rolex.org. The brand had been active since 2012 but kept a product-oriented strategy through platforms like Instagram and Facebook, focusing primarily on promoting its Ambassadors like Roger Federer. With rolex.org's introduction, it seemed to shift towards communicating about heritage and values.
However, from post number seven onwards, the posts began to include promotions of events, ambassadors, and news that were also shared across other social media platforms. Perhaps the initial philanthropic focus was abandoned due to lack of success or was planned as part of a broader strategy.
Pauline Ventura, Social Media Project Manager at DLG explns, Twitter caters to public information seekers who are looking for entertnment content and tring topics. Twitter is positioned as the platform that shares news first and promotes events such as sports matches or award ceremonies. This might have led Rolex to integrate its social media presence more closely with rolex.org.
Reaching the right audience on the right platform is crucial today, as was seen in the creation of rolex.org complementing the revamped commercial site. It emphasizes storytelling through digital channels and effectively communicates about luxury watch brands that carry exceptional stories and beliefs.
The lesson for today's marketers is clear: leveraging digital platfor showcase brand uniqueness requires aligning with target audiences' expectations and delivering personalized experiences across all touchpoints. Many luxury watch brands still struggle in translating their values into digital content, missing out on opportunities to connect with consumers effectively online.
Alessandra Volterra, Digital Marketing Specialist at DLG, is passionate about digital strategy, the luxury industry, and the Chinese market. She has worked on projects such as 360° digital acceleration, SEO, and e-commerce in Switzerland and China.
Please share your experiences leveraging digital channels to showcase brand uniqueness!
Alessandra Volterra
Digital Marketing Specialist at DLG
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