Hublot's Big Bang Black Caviar
Swiss watchmaker Hublot is using Facebook to gain brand awareness and direct traffic to its branded Web site and dedicated microsite, Hublot Nation.
Hublot has been aggregating links to Hublot Nation via social media and branded Web site links. The brand is drawing attention to products such as its Black Caviar timepiece.
“As Hublot has an ever-growing community of customers and fans from all over the globe participating on various social networks and discussion forums, we felt the need to unite all of them into one universal platform that is purely and distinctly Hublot,” said Jean-Claude Biver, CEO of Hublot, Geneva, Switzerland.
“We always post the links of our Hublot Nation posts on Facebook to attract our existing fan base to discover our manufacturing, especially since Hublot Nation is still young,” he said. “It’s really about creating awareness around Hublot Nation.”
Caviar dreams
Hublot posts links to Hublot Nation via Facebook, which allows consumers to become aware of the brand and the microsite as well as acting as a forum for discussions and comments.
Hublot Nation, found at http://www.hublotnation.com, presents in-depth product views, videos and messages from Mr. Biver.
The microsite allows the brand to reach an even greater audience of watch lovers and fans of the brand than it would have on social networks such as Facebook, per Mr. Biver.
“It also allows us to showcase and legitimize our manufacture as a maker of high-tech haute horlogerie and to share exclusive content that wouldn’t necessarily fit on other platforms,” Mr. Biver said.
The centerpiece of Hublot Nation at press deadline is an in-depth feature on the Big Bang Black Caviar timepiece.
This is also the link that Hublot posted on its Facebook page.
Black Caviar post on Hublot Nation
Hublot describes the watch in detail while accompanying it with 10 different images that show every angle of the timepiece.
The Black Caviar watch’s trompe l’œil effect vanishes to unveil the uniquely shaped ceramic case, per Hublot. The ceramic, made of zirconimum oxide, has a slightly metallic appearance which further enhances the way the multi-faceted watch plays with light refelection.
The brand is expanding its the push of this product via the Live Explorer feature that allows consumers to examine the watch via a live high-definition video camera.
This feature is available on Hublot Nation through August 31.
Internet clicks
Quite a few luxury retailers are using Facebook to drive traffic to other mediums.
If a consumer “likes” a brand on Facebook, then the brand’s Facebook posts will come up alongside messages from friends and families.
Hublot’s post on Facebook
This helps to integrate consumers into a brand’s world as well as increasing visibility.
The social network has been proven to increase brand loyalty by driving consumers from Facebook to a branded Web site, microsite or ecommerce destination.
For instance, Swiss watch manufacturer Tag Heuer attributes its substantial increase of Web site visits per month to its search engine optimization and social media prowess (see story).
“Social media is very important to Hublot,” Mr. Biver said. “We always try to have a direct, open dialogue with our fans and customers.
“Our active participation on social networks proves how seriously we take our community,” he said. “We also like to receive feedback from our community.”
Final Take
Rachel Lamb, associate reporter on Luxury Daily, New York