JUST FOR KICKS: Watchmaker Maurice Lacroix said it set a social media record with its most recent campaign in partnership with soccer club FC Barcelona.
In the advertising, the Swiss prestige watch brand invited FC Barcelona players and fans to design timepieces.
A video as well as well as images of the players were used to encourage fans to create their own design online. It garnered 8.9 million views. The most shared designs, out of the total of 9,000 that were submitted, were selected and winning participants had their watches produced for them.
Conceived with Geneva-based agency Digital Luxury Group, the advertising included social media posts on the FC Barcelona Facebook page, which has 87 million fans. (Just one post on it was viewed by 2 million people, liked by 150,000 and shared by 13,000.)
“This translated into a significant increase in sales,” stated David Rofeh, the international marketing director, without divulging numbers.