With an initial capital of only $ 15,000, CEO and FOUNDER Filip Tysander built a Daniel Wellington empire with revenue of $ 220 million without investors, outstanding technology, outstanding design or huge marketing budget.
The watch market in particular and fashion, in general, is fierce, not only have to find a way to “survive” with multinational corporations, but specialized copying factories are also an incalculable danger. This is a difficult problem Filip soon realized when starting out in the watch industry in 2011. It seemed to be overpowered, but only after 4 years of founding Daniel Wellington made the world stunned when announcing revenue. $ 220 million! Moreover, this young watch company is also dubbed the “fastest growing enterprise in Europe” with a growth rate of 4700% from 2013 to 2015.
When Instagram was just a nice photo show, Filip quickly realized the potential of this social network and constantly created relationships with accounts with a significant number of followers, giving them one Daniel Wellington in exchange for a post.
The purpose behind this campaign was simple, instead of spending a huge amount of money to “hire” celebrities with millions of fans, Daniel Wellington asked for the help of thousands of small “influencers”. (there are 2,000 to 5,000 fans) to achieve the same results.
With almost zero advertising costs, the Influencers have “contributed wind to the storm” and quickly brought the Daniel Wellington brand to millions of customers. But most importantly, the image of the other watches appears extremely honest and it’s not like advertising.
And you see that with a “zero-dollar marketing” strategy and an extremely attractive sales website, Daniel Wellington has appeared in more than 144 countries and territories within four years, continuously setting a record. revenue of more than 200 million USD and opened an era of advertising by influencers.