In 2013, Crown & Caliber was a brand new player in the luxury watch consignment market, a space that is typically filled with low-quality, often illegitimate competitors. Their goal was simple: become the number one online marketplace for buyers and sellers of luxury preowned watches.
Our team developed a content strategy to position Crown & Caliber as a trustworthy, authoritative influencer in the industry. The strategy was twofold:
- Develop expertly written and researched content for crownandcaliber.com.
- Spread the C&C brand influence through PR and engagement with industry influencers.
To develop content, our team analyzed customer & competitor social data, search patterns, seasonal fashion trends, and influencers. Our output was a thoroughly researched editorial calendar with topics, titles, outlines, publishing schedule, and voice & tone guides.
Types of content included:
- mens’ fashion guides
- historical information about popular watches
- holiday gift guides
- buying guides
- how-to tutorials
Promotional and influencer engagement efforts involved identifying top writers and publications in the industry and contacting for pitches and opportunities for coverage.
Content research culminated in content across several sections of the site, all geared toward our demographic of middle-aged, high-income males. Examples include:
Outreach and influencer engagement efforts amounted to high-profile features such as: