De Grisogono – Building Brand Awareness in China 2012

De Grisogono, a high-end Swiss jewelry and watch brand founded in 1993 by the legendary Fawaz Gruosi, recognized the growing potential in China and began to prepare for an entry into the China market in 2012. De Grisogono is known for its bold design, unique materials and cutting-edge expertise. In China, it had limited brand awareness, no products available for media programs and faced fierce competition in an already saturated jewelry and watch market. The brand reached out to top-tier media for high-quality coverage to avoid the mass market and to control brand content. A selected group of KOLS were encouraged, through brand experiences, to begin placing the De Grisogono brand in the forefront of the minds of the target audience. With no local representation or products available in the China market, international events such as Baselworld 2011 and 2012 and the Festival de Cannes 2012 were leveraged to widen brand awareness through celebrity photo opportunities (eg. Li Bing Bing) and media brand education to generate ongoing stories targeted to high net worth individuals. Over the course of one year in 2012, more than 250 news stories with an equivalent AVE of over USD 9 million were generated