I knew little about watches, but enough about social media to get the job. Using the unique story of the brand, I started by building a presence from scratch on the major social platforms: YouTube, Facebook, Twitter. As for many other luxury brands, the marketing strategy was risk averse. Adopting new tools and platforms could only be done once a thorough evaluation process was completed. I learned to adapt to this conservative mindset and respected the processes diligently.
“Blancpain had to transition from an offline and conservative marketing mindset and start offering rich digital experiences. ”
As a result, I was able to lead and launch many innovative digital marketing projects from my very first year working at Blancpain: a dedicated video platform (blancpain.tv), the brand’s first iOS application (Blancpain), a digital magazing application (Blancpain Library), a new corporate website (blancpain.com), are some of the examples of the projects I’ve managed. I was therefore rapidly promoted as Digital Marketing Manager.
Of all the projects I’ve worked on during my four years at Blancpain, two really stood out and had a lasting impact on the rest of my career. The first one was the brand’s corporate movie “Innovation is our Tradition” which I managed from start to finish. It took more than a year to produce this 6 minutes film. From digging into historical archival documents and recreating ancient watchmaking scenes to making photorealistic 3D renders of the latest technologies, every scene required an incredible level of precision and attention to detail. 6 years later, this film is still used as the primary visual asset to introduce the brand.
The second project I take most pride keeping in my portfolio from my years at Blancpain is called “Blancpain Ocean Commitment”. Celebrating the brand’s commitment in preserving the oceans, this initiative was launched in 2014 with a heavy focus on the digital activation. A dedicated website, multiple launch videos, exclusive content partnerships with leading organizations such as National Geographic and The Economist, and multiple events around the world helped re-positioning the brand as the go-to watchmaker for the most passioned (and wealthy) divers.
