Celebrating Timeless Moments with Baume & Mercier
CASE STUDY
IN PARTNERSHIP WITH BAUME & MERCIER,
The Harvard Crimson Brand Studio launched a multimedia campaign designed to position the Swiss luxury watchmaker as the watch of choice for life’s most meaningful milestones. By aligning Baume & Mercier’s heritage with Harvard students’ transitional moments, such as graduation, academic achievement, and new beginnings, the campaign elevated brand relevance among a highly engaged and influential audience.
Baume & Mercier, a storied luxury watchmaker with nearly 200 years of history, sought to deepen visibility among a younger, aspirational cohort while reinforcing its identity as a symbol of achievement and sophistication
THE GOAL WAS TO MOVE BEYOND TRADITIONAL ADVERTISING AND CREATE AUTHENTIC RESONANCE THROUGH STORYTELLING AND TARGETED DIGITAL ENGAGEMENT.
Our strategy centered on a blended content approach that combined narrative storytelling with data-driven digital products:
Sponsored Content Article: A sponsored editorial piece—A Time to Remember: Celebrating Graduation With Baume & Mercier—crafted a compelling story around the emotional significance of marking life milestones with a Baume & Mercier timepiece.
Newsletter Outreach: Leveraging The Crimson’s newsletter to deliver premium brand messaging directly to a receptive audience.
Sponsored Instagram Campaign: Curated social content optimized for engagement and visual storytelling to expand reach beyond the core Crimson audience.
CLASSIMA
CLIFTON
HAMPTON
THE RESULTS:
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22,000+ INSTAGRAM IMPRESSIONS WITH A 44% HOOK RATE
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5,300+ NEWSLETTER CLICKS
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ALL DIRECTED TOWARDS THE CRIMSON'S HIGHLY UNIQUE AUDIENCE, POSITIONING BAUME & MERCIER AS A SYMBOL OF ACHIEVEMENT AND TRANSITION WITHIN A CULTURALLY RELEVANT CONTEXT.
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TOGETHER, THE CAMPAIGN TURNED TIMELESS STORYTELLING INTO MEASURABLE IMPACT WITH A NEW GENERATION OF LUXURY CONSUMERS.
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