RAYMOND WEIL BY YOU: The consumer at the heart of the Brand campaign
RAYMOND WEIL is one of the first luxury watch brands to have embarked on an innovative journey where the consumer moves from a passive to an active role in the Brand’s campaign. RAYMOND WEIL By You is about listening to consumers and engaging them in the Brand’s strategy and development.
RAYMOND WEIL has indicated its desire to fit in with the new trends and has thus risen to the top in the consumer engagement arena. Rather than just being at the receiving end of brand messages, consumers are increasingly becoming the focal point where everything starts - from the onset of understanding a brand to creating with them. As a family-owned company, RAYMOND WEIL pays special attention to building favored and trusted relationships with the Brand’s fans. Launching RAYMOND WEIL By You signified the first time that a brand as prestigious as RAYMOND WEIL engaged and involved its stakeholders – customers, employees, and fans – in such a campaign to understand their perception of the Brand and define together the future of RAYMOND WEIL.
Without fear of losing control, RAYMOND WEIL asked stakeholders to tell what they think of the Brand today and tomorrow. The conversation was run on www.raymond-weil-by-you.com and the main ideas led to the second step of the contest - “RAYMOND WEIL is much more than just a watch, it is a companion through different stages of life”. Through the co-creation platform eYeka, RAYMOND WEIL invited consumers to share stories of the personal relationships they have with their timepieces through video, animation and music. During the two months, creators from different countries in the world submitted their videos/music inspired by RAYMOND WEIL. This step generated an unexpected number of quality works and a source of wealth for the Brand’s communication.
RAYMOND WEIL By You, because consumers are at the heart of
RAYMOND WEIL’s time…