TAG Heuer Owner's Circle
TAG Heuer lacked content and social engagement that celebrated their rich brand culture and emphasized lifestyle. Our response was to create a branded Tumblr, a place where TAG’s rich visual culture and lifestyle could be celebrated, shared with watch owners and enthusiasts, and position the brand as a style influencer.
AGENCY Rokkan ROLE Visual Design YEAR 2013
AN EDITORIAL PLATFORM
Our approach was to present the site as a visual editorial platform with quarterly features based on events and occasions the brand was focused on. Each quarterly focus would be marked by the hero and custom tags that filter content.
We created posts that celebrated iconic timepieces, craftsmanship, lifestyle, and the brand’s strong connection with racing. Assets were created from in-house photo shoots and sourced from TAG’s brand book.
After launch, brand interaction across all social channels increased. The brand went from having a few hundreds of thousands of followers to over a million in just a few months.
CREATIVE DIRECTION Bryan Le
UX Kaela Kennedy