CNN Money Switzerland contacted SmartCuts for social media marketing, notably requesting branded content pieces. This kind of marketing aims for longer videos and articles that ostensibly revolve around reporting that could almost pass for news, but is, really, focused on highlighting a certain company, service, product or even region. We produced a series of branded content pieces for CNN tailored to social media marketing for the Jura region.
The region’s tourism office wanted to showcase attractions and economic heavy-weights, and those very same – famous watchmakers all – wanted the publicity on a channel that reaches hundreds of millions of viewers. For this social media campaign, we worked closely with all stakeholders to draft a detailed roadmap of how we would integrate all content created, so as to guarantee cohesion and in an effort to be as efficient and effective as possible.
For our social media video series, the fall season was alas not ideal, and it was impossible to align CEO availability with moments of sunshine, so a lot of the exterior shots turned out a bit gray. Nevertheless, the social media video series was a big success and well received by Zenith, Longines, Swatch and Omega, as well as CNN and Jura’s tourism office.