Case study · Retail & food
Fix My Watch approached us to create an online social presence that emphasises the quality of care and expertise found in their workshops.
The challenge
Fix My Watch repairs watches for customers who never set foot in the workshop. The service is an accredited repairer for a number of high-end brands, staffed by skilled horologists, but the whole model depends on a customer being willing to post a valuable watch to a business they have only met online.
That was the first problem. Much of the potential customer base was reluctant to use an online watch repair service at all, and trust had to be built before anything else could follow.
There were three further things the marketing had to do. It had to show that the service is more affordable than a traditional bricks and mortar store without any compromise on quality. It had to settle customers’ fears about sending an expensive watch by courier. And it had to establish Fix My Watch as an accredited repairer for the high-end brands its customers own.
Each of those is a question of confidence rather than price, which shaped everything that came next.
Approach
We focused on customer engagement and on building confidence in the brand. The online image had to show a customer that their watch would be in safe hands from the moment it left them, so the highly skilled horologists became the centre of both the paid and the organic social content.
Timing shaped the message too. Through numerous COVID lockdowns in the UK the workshops kept operating as normal, and the content made a point of saying so, so customers knew a repair would go ahead.
To bring the brand to life we produced knowledgeable process videos, GIFs and static images that showed the quality of care at each stage of a repair, supported by a library of high-end photography. A database of customer testimonials was made available directly on the website, and those testimonials fed the social posts as well.
Question and answer posts and did you know posts explained the repair process and the machinery behind it, turning curiosity about how a watch is repaired into a reason to follow the brand and, in time, to trust it with a watch.
The shift
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The work
The biggest success for Fix My Watch is an online showcase that embodies the two things the brand stands on: customer trust and satisfaction. The presence we built reflects the care and attention to detail found in the workshops, and it now shapes all of the marketing material.
That consistent, clear messaging has been key to growing the business on social media.
Increase in social media post engagement over twelve months.
The social advertising concepts pair a close view of a watch or a horologist at work with plain, confident copy. Because the same visual language runs through the organic posts, a customer who sees an ad and then visits the page finds one brand rather than two, and the posts travel further as a result.
Increase in post reach over twelve months.
Increase in social traffic.
Customer quotes became one of the most effective formats. A short testimonial set against the brand’s imagery answers the question every hesitant customer is asking, which is whether other people have trusted this service with a watch they care about and been glad they did.
The advertising is measured on what it returns to the business, not only on engagement, and here the confidence built by the organic content pays off. People who arrive from an ad already believe the workshop is competent, so more of them go on to book a repair.
Return on ad spend from the social advertising.
Increase in overall website revenue in the three months after the ads went live.
Lower cost per conversion than Google Ads.
The did you know series has become a signature of the feed. Each post takes one detail of the repair process or the machinery behind it and explains it in a sentence or two, so followers learn something about their own watch while seeing the expertise behind Fix My Watch.
Through sharp visuals and creative copy, the marketing portfolio connects the expert horologists directly to the customer, and it keeps doing so with every post.
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