Sixty countries, four thousand doors,
and no idea who buys which watch.
A social-first brand with no audience model.
Maurice Lacroix is a Swiss luxury watchmaker present in over 60 countries and more than 4,000 doors. Social networks sit at the centre of their digital strategy.
What was missing underneath was a data-led framework. Content production and audience targeting across the main European and American markets ran without one, which meant every market was addressed the same way and every watch model was advertised to the same audience.
Personae computed from behaviour, not from demographics.
We identified 45 categories of behavioural data across the major target markets in Europe and the Americas, and computed 5 to 7 distinct audience personae per market. Each persona accounted for up to 14% of the total addressable audience there.
Social content was then adapted to those personae market by market, and specific watch models were advertised to the audiences statistically most inclined to buy that model. The framework replaced a single global address with a per-market, per-model one.
Sales moved in the key markets.
Documented in the Maurice Lacroix persona business case. These are the figures the deck states; we do not hold a per-market breakdown we can publish.
Targeting stopped being a country.
Behavioural persona modelling replaced demographic guesswork for a watchmaker with 4,000 doors and no unified audience view. The unit of targeting stopped being a country and became a person with a buying pattern.
“Since 2017, we've worked closely with comtogether for all our digital marketing initiatives in markets around the world. Their dynamic and agile approach to their work meshed with their youthful spirit and deep expertise in Digital Marketing is a winning formula that is highly appreciated by our teams worldwide.”
