G2 Individual Report – Swiss Watchmaking

Hi everyone! Hope finals have been treating you all well.

I’m Melvin, from G2, and for my individual report, I have decided to look into an industry that I have an interest in: the Swiss watchmaking industry. As such, I decided to look at the Instagram accounts of 3 Swiss watchmaking brands, namely Swatch, Tag Heuer, and Audemars Piguet.

The goal is to find out how Instagram can be used better by brands in the industry to gain wider outreach and build up interactions with customers in order to stand out not just by their product offerings.

After observing the 3 Instagram accounts for 2 weeks, some insights were obtained with regards to the types of content that attracted the most interaction (in the form of likes and comments), such as

  1. Content with darker colour themes tend to resonate better with viewers – possible linkage between feelings of sophistication and dark colours
  2. Content focusing on products rather than other stuff (eg. people) garner more attention – followers want to see products, not other things that they can find elsewhere
  3. Stills (photos) attract more interaction than videos – viewers can fully understand what they are seeing and thus may lead to interaction.

From there, I came up with some recommendations for Audemars Piguet, with the target audience of watch aficionados and working adults with the monetary means to afford an Audemars Piguet watch, as both audience groups would most likely be on social media to seek out like-minded individuals and view more of such content.

  1. Audemars Piguet can upload new varieties of content – currently only watch components and not the finished goods, which viewers would want to see as it is the largest factor in influencing them to make a purchase
  2. Use of brand ambassadors, public-contributed content, and hashtag campaign #APbreaktherules – brand ambassadors could post content of their Audemars Piguet timepieces on their accounts and link them to the offical Instagram profile. Individuals can also upload and submit pictures of them and their timepieces, where Audemars Piguet can choose to upload one such submission on their official page. For both, the hashtag #APbreaktherules can be included in the caption to make it easy for collation of such posts, and it helps to propagate Audemars Piguet’s tagline of “To break the rules, you must first master them”.
  3. Linking of content between social media platforms – Audemars Piguet could upload a teaser image or video on Instagram of how the timepieces are handcrafted, and link it to their YouTube channel or website to increase traffic to their social media platforms.

These recommendations would ultimately lead to increased interaction and build on the brand image of Audemars Piguet and subsequently a loyal follower base of the brand.

Thank you for reading and hope you enjoy your summer!



G2 – Group 5: The Book Café


Hi everyone!

Our group’s target company will be The Book Café, a quaint little café situated conveniently in the heart of Singapore. It prides itself on its large selection of books that customers are free to browse, while enjoying a nice cup of handcrafted coffee in a relaxing ambience suited for customers to unwind in after a long day.

From our research, we have found that The Book Café has great potential to utilise its social media platforms for outreach. At present, they have very few followers and likes on both their Facebook and Instagram pages. Their website is also lacking, with a visually-unappealing interface and outdated content (their last update was Christmas 2013!). Moreover, their website does not provide any platform for interaction between customers or with the café (eg. lack of a forum or a discussion board).

Through our observations, we have identified 3 main selling points that The Book Café can capitalise on to draw new customers, namely:

  • The variety of reading material available to customers
  • A nice relaxing ambience with unique aesthetics
  • Provision of a great place to study and eat

From there, we came up with objectives for the Café, namely:

  • Short term: To increase their social media reach and brand awareness
  • Long term: To develop a sense of brand loyalty towards The Book Café

Given the Café’s selling points and the objectives that were decided upon, we propose the following strategies, which target specific audiences:

  • Strategy 1: Targets young working adults (aged between 25 and 34 years old) that are book fanatics and café-lovers
    • #1 – Posting daily inspirational quotes
    • #2 – #bookedthatquote campaign
  • Strategy 2: Targets tourists/travellers visiting Singapore
    • #1 – Impression management
    • #2 – #PeekaBook campaign
  • Strategy 3: Targets youths (aged between 15 and 25 years old) who enjoy café-hopping
    • #1 – Monthly themed Instagram contest
    • #2 – #readbetweenthelines promotion

We will be sharing more about our strategies during the presentation, so see you in class!


Darren Chong, Leong Jia Qin, Loh Jia Wei, Melvin Toh, Tan Wan Ting

Picture credits: http://www.cravingsandwanderlust.com/2011/07/book-cafe-robertson-quay-singapore.html

#freekesha #sonysupportsrape

Hi everyone!

Kesha (center in white) cries as she learns she will not be released from her record label contract in Manhattan Supreme Court on Friday, February 19, 2016. A judge said she would not allow Kesha to leave her record label.

For those of you who use twitter and follow celebrity gossips, I am sure most of you would have seen the hashtags #freekesha and #sonysupportsrape.

So what is this whole thing about? Isn’t the hashtag #sonysupportsrape slanderous to Sony? Well, in a sense, you may feel that it doesn’t after reading the origins of them.

In a nutshell, in Oct 2014, Kesha had sued her producer, Dr. Luke, for “sexual assault and battery, sexual harassment, gender violence, unfair business practices, and infliction of emotional distress”, while Dr. Luke in retaliation, sued Kesha for defamation, breach of contract, and others. Recently, on 19 Feb 2016, New York Supreme Court Justice Sherley Kornreich rejected Kesha’s request for an injunction to be released from her contract (ie, she would have to continue working with her alleged rapist).

Upon the verdict of the hearing, prominent names in the music industry began tweeting their support for Kesha. Such names include Lady Gaga, Lily Allen, Lorde, Ariana Grande, even other stars who had produced music with Dr. Luke, such as Kelly Clarkson. Other tweeters had used the #freekesha and #sonysupportsrape in order to gain more exposure and spread the news about Kesha’s current predicament. A petition (http://www.thepetitionsite.com/646/007/918/freekesha-tell-sony-not-to-force-her-to-work-with-her-alleged-abuser/) has been started with the same hashtag, which may or may not work due to the legal circumstances in which this case resides. Public news outlets such as The Washington Post (online edition) have picked up the hashtag and publicised the case in their paper, spreading the news even further.

What is so significant about this is how social media has been utilised to create attention and spread the news at such a high speed. Just by searching for the hashtag #freekesha, one gains access to many different tweets, all about the same issue, and given the signal boost from the pop stars mentioned above, the main public could choose to boycott Sony and Dr. Luke, ultimately resulting in disastrous outcomes for the two of them.

Do you think Sony and Dr Luke would be pressured into releasing Kesha from her contract as a result of this social media campaign?