Digital Marketing Director Eduard Blacquière shares how Amsterdam-based CLUSE became one of the fastest growing watch & jewellery brands in the world, by utilizing the brand building potential of Instagram, Facebook and other major social platforms.

1. Watch This!
Building a brand
on Social Media

2. Digital Director
@CLUSE
Hi, I’m Eduard Blacquière
Digital Marketing Consultant
Freelance @Edwords
eduard@edwords.nl
linkedin.com/in/eduardblacquiere

3. Insight into customer needs
is crucial for (digital) success
Key message

4. Cluses

5. ❖ Founded in 2013, Amsterdam
❖ Concept: minimalistic women
watches with interchangeable
straps
❖ For millennial fashionistas (18-35)
❖ Use Influencers on Instagram
❖ Advertising on Facebook
CLUSE Start

6. CLUSE Core audience

7. ❖ Watch + Jewellery brand
❖ Retail resellers (+5k) in +40
markets
❖ Digital marketing in +50 markets
❖ +925K Instagram Followers
+1.75 million Facebook fans
❖ Exploring new markets
overseas
CLUSE Now

8. Insight into customer needs
is crucial for (digital) success
Key message

9. To be successful,
it’s crucial to understand
the different needs
throughout customer journey
UNAWARE
NEED
AWARE
PRODUCT
AWARE
MOST
AWARE
Understand needs

10. Understand touch points (example)
source: https://www.thinkwithgoogle.com/consumer-insights/travel-research-process-make-a-plan-moments/

11. Understand touch points
source: https://www.baldwin.agency/blog/ecommerce/online-shopping-inspiration/

12. Model customers needs in
customer journey model
Different
Objectives, KPI’s
Messaging / content
Touch
Tell
Sell
Care
Full funnel marketing

13. Touch
Tell
Care
Sell

14. Objective: Reach
create (brand) awareness
Messaging: Inspirational
Video - Audio - Moodshots - GIF
Broad targeting of people
who might not know CLUSE yet
Touch

15. Trend: authentic content more important

16. Behind the scenes content,
CLUSE employees, etc.
Matches expectations and
behaviour of our audience
Snapchat & IG Stories
Touch - Example

17. Trend: Instagram Stories taking off

18. Tell
Touch
Sell
Care

19. Objective: Engagement, Traffic
Messaging: Informational
Follow-up first touch with
more product focused content
Target people that know CLUSE +
recently engaged site / social / ads
Tell

20. Own Instagram account
Bridging Touch & Sell
Based on product feed
Both in Feed + Stories
Instagram Shopping

21. Sell
Tell
Touch
Care

22. Objective: Sales
Messaging: Commercial
Purchase intent is high
Show people products they’ve seen
on our site (retargeting)
Target people who viewed product
in last 14 days, but didn’t buy
Sell

23. Care
Tell
Touch
Sell

24. Objective: lifetime value
Messaging: commercial
Email, Site
Repeat purchases, cross-sell
Really care!
Care

25. +50% of our content
= repost influencers + customers
Customers as ambassadors

26. User generated content
fills the Lookbook on our site
Blended with Influencer +
campaign content
And featured on cluse.com

27. Let’s look at some (social) channels

28. Smart(est) Touch targeting
Custom content for placements
+ customer journey phase
Full funnel channel
Brand lift studies
Test, Learn, Iterate
Instagram + Facebook

29. Smart Touch targeting
Video format => inspiration
Story (45s), Bumper (6s)
TrueView for Action in Tell + Sell
Strong retargeting possibilities
Brand lift studies
YouTube

30. Dominant in young audience
People expect non-polished,
playful content
Strong Reach
small role in Tell & Sell
Snapchat

31. Touch & Tell
Match with CLUSE audience
Available in few markets
Pinterest Shopping
Ad lasts forever
Pinterest

32. Touch focus
Image & Audio ads
Targeting on music taste and
mood, besides demographics
Programmatic buying possible
Spotify

33. You can be successful with
any (digital) marketing
channel if you understand
your customer journey.
Touch
Tell
Sell
Care
Full funnel marketing

34. Insight into customer needs
is crucial for (digital) success
Key message

35. THANK YOU
FOR YOUR TIME!

36. Digital Director
@CLUSE
Q&A - Any questions?
Digital Marketing Consultant
Freelance @Edwords
eduard@edwords.nl
linkedin.com/in/eduardblacquiere