Citizen - #MyBetterStartsNow | Digital + Social + PR Campaign
This was an idea I conceived as part of a team brainstorm to interpret Citizen Watches Global Campaign Positioning, Better Starts Now. The philosophy stands for positive and forward thinking and believes that there is always a better way to do things and thats its never too late to start something new. The brand also had a perception challenge in the UAE, which was unique to the market because of the lack of retail presence. The brand is considered a budget brand as it carries the perception of being a cheap South Asian brand due to years of incorrect positioning and lack of brand building and consistent communication.
The objective of this campaign was to reposition the brand in a fresh light to a whole new multi cultural target audience especially the younger set who are yet to form an opinion of the brand. The idea involved using micro influencers who had achieved something worthwhile in life with their resilience that epitomized the BSN philosophy. The influencers in turn were tasked to recruit some of their followers through a micro-site and social media to get more stories of everyday people. The influencers included a young Emirati inventor, an Arab calligraphy artist, a western adventurer and a south asian motivational speaker, each with a unique BSN story of their own. Please view their inspirational stories below.
The number of inspiring BSN stories received at the time via the influencer activity and through the website, https://citizen-me.com/mybetterstartsnow/ stood at around 70.
