CASE STUDY
Hagley West
MISSION
Hagley West is owned by TikTok creator Tim Hayden and professional cricketer Chris Gayle 'The Universe Boss', who re-launched the business in 2019 following a world record breaking crowdfunding campaign. Shortly after, Brandforme were appointed as their Digital Marketing Agency and our brief was to use the power of social media to become the UK's fastest growing watch brand.
'LOVE YOUR JOURNEY'
We wanted to share every part of building the business with our audience, from box packing in Tim's kitchen and frustrating set-backs, through to record breaking sales days, so we created a weekly Youtube series 'Love Your Journey'.
This required a videographer to work with Tim 8 hours per day, 7 days a week. We released a weekly episode covering the highs and lows of the week and shared clips on TikTok and Instagram to attract new audiences. Viewers loved the transparency of the content and were invested in watching the brands growth and momentum, as a result we created more than just a watch brand but a community of people inspired by Tim's journey - 'It's not the end destination that is the goal, but the journey itself'.
We now have now built an audience of over 1 million followers across TikTok, Instagram and Youtube.
THE POWER OF TIKTOK
Numerous videos went viral on TikTok and after some time Tim built a following of over 750k. Tim Hayden the entrepreneur has become a brand in its own right and Hagley West saw incredible growth as a result.
We continued to produce content differently to other brands, we engaged with our audience by way of surprise hand deliveries all over the world and 'find Tim challenges' on TikTok live.
CONTENT > AUDIENCE > REVENUE
Hagley West is now the fastest growing watch brand in the UK. In 2019, Hagley West turned over £1,800 in their Black Friday sale, fast forward one year and over 1000 watches were sold with a turnover of over £100,000 in the same period. This success is almost exclusively a result of community building across social media.