Did you know… that the 29th Salon International de la Haute Horlogerie (SIHH) is being held this week in Geneva? Founded in 1991, the event highlights the latest designs and trends in watchmaking.
Over the course of four days (14-17 January 2019), participants can attend a number of interviews, panels and conferences with topics ranging from the influence of space exploration on the watch industry to the power of social media for luxury brands, and more specifically, the power of influencers on China’s social media landscape.
For those who can’t make the event, check out our White Paper for an in-depth look at the social media landscape in China, and what it means for brands.
Talking about localisation... In September 2018, the health and fitness company previously known as Weight Watchers changed its name to WW, accompanied by the new tagline “Wellness that works”. Founded in 1963, this change is part of the company’s evolution from a purely weight loss-focused brand to one that champions overall wellness.
The new name isn’t the only change. To further communicate its commitment to wellness – whether it be in terms of diet, lifestyle or self-care – the brand has also redesigned their app. In addition to the food tracker, WW has partnered with meditation and mindfulness company Headspace and fitness app Aaptiv to offer curated and personalised content to users.
In the current age of body positivity, WW’s new strategy could help secure its success in the future.
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Talking about localisation... In late 2018, toy and board game company Hasbro released a new edition of their famous game, Monopoly. Rather than following their normal process of focusing on pop-culture themes like Friends and Game of Thrones, the company decided to take a different approach by focusing on a group of people – millennials. Chock-full of stereotypes, the board game sells experiences in lieu of real estate because, boldly stating ‘Forget real-estate. You can’t afford it anyway’.
When news of the new edition hit the media, its target audience received the news with mixed emotions, with many saying that the game was out of touch and off the mark. However, Hasbro told CNN that, “With many of us being millennials ourselves, we understand the seemingly endless struggles and silly generalisations that young millennials can face (and we can't even!) so we created the game to provide fans with a lighthearted experience that allows millennials to take a break from real life and laugh at the relatable experiences and labels that can sometimes be placed on them."
Whether or not they achieved their goal remains to be seen, but with the game selling out in the lead-up to the holiday season, it certainly got people’s attention.
Click here to check out another brand's population-focused campaign.