Objective: Getting more connected with the audience, be their top of mind and give them every reason to wear our watch. Task: Create tactical campaign on our digital assets and maintenance our digital assets to increase awareness and engagement.

1. E X P E D I T I O N
W A T C H
Digital
Strategy
2018

2. B A C K G R O U N D
As one of the biggest watches
manufacturers in Indonesia and Italy,
Expedition has been known as a
sturdy adventurer watch and offers
cool design watches since several
decades ago.
Nowadays there are so many watches
player in Indonesia that showed up
since using watches becoming a trend
these days. In Indonesia there are
many people who really love the
fashion and watches that are used as
a complement to their fashion.

3. Getting more connected
with the audience, be their
top of mind and give them
every reason to wear our
watch.
G O A L
S

4. T A R G E
T
A U D I E N
C E
Psychographic Profile
●Willing to learn and thrive more for a better life experience
●Optimistic in life never doubt about themselves
●A game changer and a trendsetter wanna be
●Carefully search before making decision to purchase
●Independent but yet still need others opinion before
choosing something
● Adventures
● Digital Savvy
● Has knowlegde about timepieces
Demographic Profile
Male & Female
20-35 Y.O
Ses A, B+
The Millennials

5. A SLICE FACT ABOUT INDONESIAN TIMEPIECE USER
Source : Jakpat 2017
According Jakpat there are about
32.67% of users of watches aged
between 20-25 years old, there are
about 36.63% between the ages of
26- 29 years old and there are
about 30.69% of the users watches
between the ages of 30-35 years
old. This means there is the
potential to gain awareness among
the millenials..

6. THE RIGHT
TIME TO
USE WATCH
Source : Jakpat 2017
Based on a survey conducted by Jakpat, 65% of 101
respondents answered that they used to wear watches at all the
times.

7. WHAT DO
YOU
LOOK
FOR A
WATCH
Source : Jakpat 2017
There are about 42% of respondents who answered that
endurance is their main reason for buying watches.

8. Source : Jakpat 2017
REASON
TO USE A
WATCH
There are still many peoples who consider that watches for time
reminders and only some of those who consider that watches
as their fashion items.

9. Source : Jakpat 2017
WHAT
TYPE OF
WATCH
DO YOU
USE
There are about 56% of respondents who want a watch with a
casual design and there are about 23% of respondents who
want a watch with a sporty design.

10. WHAT ARE
THEY
USUALLY
TALKING
ABOUT
WATCH IN
DIGITAL?
Source : buzzsumo.com
Buzzsumo discovered that the keyword "Watches" was
mentioned on 2,542 tweets in a month

11. WHAT ARE
THEY
USUALLY
TALKING
ABOUT
WATCH IN
DIGITAL?
Source : buzzsumo.com
Examples some of articles that
mentioned the “ Jam Tangan ”
keyword.

12. WHAT ARE
THEY
USUALLY
TALKING
ABOUT
WATCH IN
DIGITAL?
Source : buzzsumo.com
Examples some of articles that
mentioned the “ Jam Tangan ”
keyword.

13. WHAT ARE
THEY
USUALLY
TALKING
ABOUT
WATCH IN
DIGITAL?
Source : buzzsumo.com
Examples some of question from
ask.fm that mentioned the “ Jam
Tangan ” keyword.

14. BRAND
I N S I G H T
What’s on their mind about us?
Expedition is :
Adventurous watches.
Has a good endurance.
Men’s watches.

15. T H E
H A S S L E S
● Expedition timepiece has not gained
much awareness as watches that have a
strong enough resistance among young
people.
● Expedition timepiece only known by
certain circle.
● Price is expensive, made a reason many
among young people who are difficult to
buy it.

16. T H E
S O L U T I O
N S

17. CONSUMER
I N S I G H T
- They tend to believe that watches can
make them confident while traveling.
- Endurance is one of the most sought
reasons when buying watches.
- They believe that wearing watches is
a must.
- Currently the wearing watches is no
longer a reminder of time but also as a
fashion item.
- Willing to thrive more for a better live
experience.
I want to have cool watches to
travel anywhere, have strong
endurance, and make me feel
confident.

18. BRAND
COMPETITIVENESS
Expedition Timepiece are professional
timing equipment engineered to withstand
the harsh outdoor environment for the
adventurer in you.
Expedition Timepiece has a good
endurance for any fields.
Expedition Timepiece has a very charming
design for the adventurers.
I want to have cool watches to
travel anywhere, have strong
endurance, and make me feel
confident.

19. BRAND
COMPETITIVENESS
Expedition watches are
professional timing
equipment engineered
to withstand the harsh
outdoor environment for
the adventurer in you.
AUDIENCE
INSIGHT
I want to have cool
watches to travel
anywhere, have strong
endurance, and make
me feel confident.
A
P
P
R
O
A
C
H
The right timing equipment to keep you
looking cool and charming in all places
and situations

20. B I G I D E
A
will not hinder anything to and
have no fear, the infinite journey
will always challenge anything to
achieve the best goals in life.

21. C A M P A I G N PHASE
The Invisible Journey
Phase 1
The Defied Journey
Phase 2
The Ultimate Journey
Phase 3
Phase
Awareness & Engagement Engagement SustainableObjective
Video Answered Vlog & Story Competition Share The Result VideoActivity
- YouTube
- Social Media
Microsite
- YouTube
- Social Media
- Microsite
- YouTube
- Social Media
- Microsite
Channel
- Social Media Ads
- YouTube Ads
- GDN
-KOL
- SEO
- Social Media Ads
- Digital Paid Media
-KOL
- SEO
- Social Media Ads
- KOL
- Digital Paid Media
Support

22. T H E
I N V I S I B L
E
J O U R N E Y
#1st Phase
In this phase we will encourage the
audience to join in our activity with
answering the hidden question
inside the video. The video will
feature some stories that will be
played by each chosen influencer
and there will be hidden questions
in every scene. The audience will
also be invited to share the video
on their social media and required
tagging 3 of their friends to winning
the prizes.

23. Visit our
microsite on
www.theinfinite
journey.com
Login with our
social media
Watching
the video
Answer the
question and
mention tag 3
friends
Win the prizes
U S E R
J O U R N
E Y

24. M I C R O S I T E
P H A S E 1
http://bit.ly/TheInfiniteJourneyPhase1
P R O T O T Y P E

25. V I D E O
& Q U E S T
S A M P L E
How many times does “the wave breaker conscious of
time” appear in this clip ?

26. I N V I T A T I O N
S A M P L E
Teaser Video 10 second
Penasaran dengan kisah mereka
selanjutnya? Yuk lihat video
lengkapnya di theinfinitejourney.com
dan jawab pertanyaan yang ada di
sana buat menangin hadiah total
senilai puluhan juta rupiah.
#TheInfiniteJourney

27. P R I Z E S
2 Android Smartphone 1 Expedition Watch
10 Shopping Voucher @500.000

28. In this phase we will encourage the
audience to join in our activity with
submitting their story & video to our
microsite.
The Audiences are required to submit their
vlogs and stories via microsite about their
stories while on vacation & adventure
moment.
Vlogs that enter the microsite will be
selected by KOLs and the winners will
have the opportunity to vacation with the
KOLs and will receive special training from
the KOLs during their vacations. Their
activity during the holidays will be
documented and will be shared through all
our digital channels to gain awareness of
T H E
D E F I E
D
J O U R N
E Y
#2nd Phase

29. Record vlog
and upload to
Youtube
Upload to
Youtube &
mention
Expedition
channel
Embed link
and write
story on
microsite to
submit video
Share on
social
media to
get more
votes
Win the
prize
U S E R
J O U R N
E Y

30. M I C R O S I T E
P H A S E 2
http://bit.ly/TheInfiniteJourneyPhase2
P R O T O T Y P E

31. I N V I T A T I O N
C O N T E N T
S A M P L E
Copy Image
Show the real adventurer!
1. Record your adventure
2. Upload on Youtube
3. Share link and write your story
on www.theinfinitejourney.com
Jangan ngaku adventurer kalo belom
ikutan #TheDefiedJourney bareng
Expedition Timepiece!
Buktiin kalo lo emang adventurer sejati
dengan ajak genk lo adventure bareng.
Kirim keseruan adventure lo bareng genk
dan menangin hadiah puluhan juta rupiah!
Baca cara lengkapnya di

32. V I D E O
S A M P L E
S U B M I S S I O N
It’s we adventure -with @aldo61 @jerremythom @robinjo @kenn91.
Petualangan lebih bermakna bersama kalian genk… Dari daratan
sampai lautan sudah kita lalui bersama. Expedition kali ini selesai.
Semoga bisa expedition journey lagi bareng Timepiece.
TheDefiedJourney

33. P R I Z E S
Adventure with Influencer ( TBC ) Sony a7s 2 Go Pro Hero 5
5 Expedition Watches 10 Voucher @1.000.000

34. The Ultimate
Journey
( 3rd Phase )
T H E
U L T I M A
T E
J O U R N
E Y
#3rd Phase
In this phase we want to encourage the
audience to engage more deeply and
sustainable in the activities we have
made in the first phase and second
phase. The goal in this phase is to
remind them of the campaign we have
created and better introduce the
winners who have been selected in the
second phase and get them closer to
the influencers.

35. How to Make it Big?
Influencer ADS
Invite the influencer to
promote our activity on their
social media. The influencer
Tier 1 will create conversation
about the activity and the
influencer tier 2 and 3 will
asking and answer to create
conversation on social media
In this case the media plays
an important role to spread
awareness about our
activities and serve as a
supporting channel for the
audience to engage in our
activities.

36. INFLUENCE
R
CONVERSAT
ION
Create conversation on their social
media about #TheInfiniteJourney
and their adventure.
Create conversation with asking about
Tier 1 adventure on tier 1 social media
and promote tier 1 adventure on their
social media

37. INFLUENCE
R
POST
SAMPLE
Phase #1
Video adventure teaser
(10second)
@marshallsastra Petualangan itu nggak
cuma jalan-jalan dan senang-senang. Arti
petualangan menurut gue adalah bisa
menemukan arti tersendiri. Di mana, arti
dari sebuah petualangan itu terkadang
harus kita cari sendiri dari dalam diri kita.
Penasaran sama arti petualangan
menurut gue? Langsung aja ke
www.theinfinitejourney.com.
Video adventure teaser
(10second)
@devamahenra Wuoooh… @marshallsastra
gak ajak-ajak nih, btw emg terkadang susah
banget ya nemuin arti dari sebuah perjalanan.
Kalo menurut gue arti perjalanan itu ketika gue
bisa puas liat semua keindahan alam. Nah
kalo menurut lo apa bro? Penasaran sama
jawaban @marshallsastra, temuin jawabannya
di theinfinitejourney.com dan jawab
pertanyaan yang ada di sana buat menangin
hadiah jutaan rupiah! #TheInfiniteJourney
TIER 1 TIER 2 & 3

38. INFLUENCE
R
POST
SAMPLE
Phase #2
Video adventure potongan versi
Chicco
Chicco.jerikho Banyak orang yang nggak
paham kenapa mereka harus travelling atau
adventure. Bisa karena suka destinasinya atau
sekedar ikut-ikutan. Apapun tujuan lo.
Perjalanan lo harus punya makna tersendiri.
Ayo buktikan kalau elo bukan tipe yang ikut-
ikutan. Kirim video adventure lo bareng sohib
ke theinfinitejourney.com. Pemenang
beruntung bakal ikut adventure bareng gue
dan @marchellsastra, @david8js,
Video adventure tier 1
Muhammadaga @chicco.jerikho mau
ngajak adventure bareng nih gaeess…
Syaratnya lo harus bisa nunjukin kalo lo
emg org yang suka bertualang. Selain
bisa jalan bareng kak @chicco.jerikho elo
juga bisa menangin hadiah lainnya. Yuk
intip instagramnya kak @chicco.jerikho.
#TheInfiniteJourney
TIER 1 TIER 2 & 3

39. INFLUENCE
R
POST
SAMPLE
Phase #3
Video adventure pemenang &
tier 1
@nadinelist Sahabat sejati itu bisa lo
temuin setelah lo berhasil ngajak dia
bertualang di alam bebas. Di sana, lo bisa
tau, dia itu teman atau sahabat.
Thank for my best friend. Perjalanan kita
nggak akan pernah gue lupain sampai
kapanpun. Cek video lengkap di
theinfinitejourney.com.
Video adventure tier 1
Bener banget kata kak @nadinelist. Kalo
sahabat itu bisa lo temuin ketika lo
berhasil ngajak dia naik dan turun gunung
bareng.
Cek yuk video lengkap kak @nadinelist
bareng sahabatnya di
theinfinitejourney.com.
#TheInfiniteJourney
TIER 1 TIER 2 & 3

40. D I G I T A L
P A I D MEDIA

41. SAMPLE
GDN
Copy Image:
Mau Adventure Bareng Mereka?
Image KOL Tier 1
Klik di sini!

42. SAMPLE
POST
ENGAGEMENT
Copy Image:
Mau Tau Rasanya Adventure Bareng
Mereka?
Caption: Pasti seneng banget ya bisa nikmatin gimana rasanya jalan
dan bertualang bareng Chicco Jeriko, Marcell Sastra, Nadine
Chandrawinata, dan David Schaap? So, tunggu apalagi? Kirim video
adventure lo bareng genk lo ke theinfinitejourney.com sekarang juga!
#TheInfiniteJourney

43. SUPPORTING
DIGITAL
CAMPAIGN

44. C O N T E N T
O F S O C I A L
M E D I A

45. C O M P E T I T O R
1.281 Fans 5.000K Fans 6,1K Fans
1.097 Followers 4.638 Followers 4.227 Followers
6.942 Fans
26K Followers
- - 31K Subscribers70 Subscribers

46. C O N T E N T
S T R A T E G Y
Creating content with brand storytelling method to create
awareness and build engagement to encourage the target
audience to feeling ‘the infinity journey’ with Expedition
Timepiece and their best friend.
We will giving brand experience through content on our
social media assets with emotional content to connect
brand and the target audience, and giving the customer
story.

47. B R A N D
C H A R A C T E R I
S T I C
Characteristic of Expedition Timepeace is an
explorer. We are never idle to find meaning in the
world, we must go in search of it. Not just an
adventurer, we will also gives the audience to
understand the meaning of their purpose rather
than just seek high thrills.

48. Best friend lagi adventure
B R A N D
P E R S O N A
Background: a creative people that has a lot activity. Like an
adventure and travel with more challenges to find meaning in the
world.
Demographics : 21-35 yo, FM, urban, digital savvy.
Identifiers : busy, smart, optimistic, friendly, sociable, stylish,
challenging, adventurer, curious, always to try
Goals & Challenges : find the meaning of an adventure
How we help : by providing watch (expedition timepeace) to helping
to finding a new adventure, give an spirit and power.
Quote : “We live in a wonderful world that is full of beauty, charm
and adventure. There is no end to the adventures that we can have if
only we seek them with our eyes open”

49. SOCIAL MEDIA
FRAMEWORK
Persona
Friendly
Popular
Expert
Tone
Powerful
Emotional
Personal
Language
Simple
Bilingual
Modern
Purpose
Informatif
Attract
Challenge

50. C H A N N E L P L
A N S
Role: Brand Awareness,
Engagement, Sustain,
Website Traffic
Role: Brand Persona,
Engagement
Content: Community,
product information, activity
updates, FAQ about brand
and activity, media updates,
web content
Content: Community,
brand gallery, activity
updates
Role: Brand Campaign
Awareness and Review
Content: Product review
and video campaign tactical

51. Triple Time
Zone
Sport Automatic Ladies SeriesContent Pillar
30% 30% 30% 10%Content Percentage
Content Mix 100% related with #TheInfiniteJourney
C O N T E N T P I L
L A R

52. E 6737 MTB
Gambar orang lagi genggam
tangan temennya yg mau jatuh dari
tebing, keliatan lagi pake jam
Expedition
Gambaar org lgi diving keliatan
jamnya
E6641
Teman baik akan siap menarik dan
menggenggam tangan lo di waktu yang
tepat ketika lo akan terjatuh.
#TheInfinityJourney
Tertarik buat menaklukan lautan dengan
diving? Expedition E6641 siap menemani
pengalaman lo di dalam laut hingga
kedalaman 1000 meter.
#TheInfinityJourney
Triple Time Zone Sport
S A M P L E
C O N T E N T

53. E6616
Gif semua warna jam tipe
E 6381 BF
Di zaman seperti sekarang ini, banyak
banget orang yang berharap semuanya
bisa berjalan otomatis.
Apa lo termasuk orang dengan harapan
yang sama? Koleksi jam Automatic dari
Expedition Timepeace bisa jadi pilihan lo.
#TheInfiniteJourney
Sudah masuk akhir tahun nih, apa udah
punya rencana liburan? Yes, apapun
rencana lo, Expedition Timepeace siap
menemani kemanapun lo pergi.
Expedition Time Peace tipe E6381BF ini
juga siap kasih lo liburan penuh warna
dengan beberapa pilihan warna yang bisa
lo pilih. So, sebelum mutusin beli yang
mana, yuk screenshoot, warna apa yang
paling cocok buat lo. #TheInfinityJourney
Automatic Ledies Series
S A M P L E
C O N T E N T

54. F R E Q U E N
C Y
O F P O S T
Post Type:
Video, Gif, Image
Amount
- 4 regular post/week
- 1 promotion post/week
Post Type:
Video, Gif, Image
Amount
- 4 regular post/week
- 1 promotion post/week

55. STRATEGI
C
ECOSYST
EM
Main Social Media
Channel
Digital Media Paid &
Social Media Ads
Social Influencer &
Content Marketing
SEO
www.expedition-
timepiece.com
www.expedition-
timepiece.com/theinfitejourney

56. KPI
Website Social Media
www.expedition-timepiece.com
www.expedition-timepiece.com/
theinfinitejourney
50K
Visitors
Supporting Channel :
- SEO
100K
Visitors
Supporting Channel :
- SEO
- Programmatic Ads
- Social Media Ads (
CTW )
- Native Advertorial
+300K Page likes
1.5% Engagement
Supporting Channel :
- FB Page Likes Ads
+10K Followers
0.5% Engagement
Supporting Channel :
- Social Media
Influencer
- Instagram Post
Engagement Ads.
- Native Advertorial.
+450K Video Views
Supporting Channel :
- Social Media
Influencer
- Pre Roll Skippable
Youtube Ads
Submission :
Phase 1
The Invisible Journey
1500 Submissions
Phase 2
The Defied Journey
1000 Vlog Submissions
Phase 3
The Ultimate Journey
1500 Submissions

57. T H A N K Y O U