TAG HEUER AQUARACER

The Challenge
TAG Heuer challenged The Fifth to drive awareness of their ultimate sports watch inspired by the aquatic world, Aquaracer. The brand requested social-first content that would reflect the luxury nature of the product and bring to life TAG Heuer’s strapline ‘Don’t Crack Under Pressure’.

The Solution
We cast six diverse talent, each with a very different life story, but a strong sense of adventure, to take their audiences on a personal journey, showing how striving for success requires an adventurous spirit and a lot of self-belief and determination. 

Working with an experiential travel company we put together an action-packed itinerary for our talent in the Scottish Highlands. From kayaking to offroading, this created countless opportunities to showcase the Aquaracer and drive organic content. Our 13-person production crew filmed a talent-led video series whilst photographers captured a bank of premium imagery for the talents’ own channels. 

We created 55 pieces of content including seven video edits that were shared across the talent’s channels and were amplified across The Times mobile channels to targeted high net worth audiences. We created a combined hero brand edit for TAG Heuer and LVMH Global to use on their own channels.

The Outcome
We over-achieved on all of the campaign KPIs with positive sentiment being a key indicator of success.

1,950,127
True Reach
3,201,138
Impressions
1,190,944
Engagements
5,463
Website Visits

TAG HEUER CARRERA

The Challenge
The Fifth was challenged by TAG Heuer to drive desirability of TAG Heuer Carrera watches by showcasing the heritage and quality of the product so that the consumer is happy to invest in the higher price point.

The Solution
We recruited influencers with very different stories to come together and show us how the most fashionable influencers on social media have fallen in love with the Carrera collection and shaped their style around the aspirational product. 

Aiming to drive desirability, we created a wide range of content, including a 30 second film showing how fashion influencers of today have combined a mix of streetwear with luxury brands such as TAG Heuer, to create their most unique looks. 

The video content used stunning visuals alongside high energy and personality, to allow our influencers to take on the avant-garde nature of the TAG Heuer brand and deliver a unique approach to their own luxury look.

Each influencer also created a fashion photography style carousel, showing off their watch within their unique outfit. We also used Instagram stories to go into further details on the watch with our talent, building a narrative around their luxury outfits, highlighting the watches heritage from La Carrera.

The Outcome
We over delivered on all KPIs and with over 220,000 likes, the photograph of actor Joe Cole wearing the TAG Heuer Carrera was his most liked post ever to date. The audience sentiment was also incredibly positive, both for Joe and the actual watch itself.

818,414
Video Views
6,903,075
Impressions
322,399
Engagements
8,641
Website Visits

STYLE PLAY

The Challenge
Sunday Times Style wished to engage new audiences with the brand’s Style Play video content hub and raise product awareness of its diverse content offering. It is principally associated as being only a destination for women’s fashion when it really contains so much more, including content around interiors and design.

The Solution
For the first burst of the campaign, we tasked four prominent interior design influencers to express their creativity by designing a completely white space with a budget of just £750. From paintings to furniture and flowers to photographs, our talent were asked to design their ‘happy place’ and provide tips on how to replicate it within the budget. Our selected talent brought the campaign to life across their Instagram accounts.

For the second burst of the campaign, we tasked three more prominent interior design influencers to create lively, educational and engaging video content for Style Play. The influencers were asked to share their five key tips for decorating/transforming a specific theme tailored to their individual properties. The three themes focused on decorating a rental property, decorating and opening up private living spaces, and how to use colour in a home. Our selected talent brought the campaign to life across their Instagram profiles.

The Outcome
The engaging nature of the content meant that the campaigns outperformed the expected level of Reach and Engagements volume.

1,452,871
Impressions
312,221
Engagements
9,457
Website Visits

GLOBAL BLUE X SELFRIDGES

The Challenge
Selfridges is not just a department store. Voted the world’s best a record four times, it is the department store. However, in the face of a national lockdown, how do they keep their customers enjoying the incredible service they are accustomed to? Bespoke, personal appointments online.

The Fifth were tasked with raising awareness of the service to Selfridges high net worth customer base in the Middle East and educating them on how it worked.

The Solution
We invited three influencers from the Middle East to share the experience of booking a personal shopping virtual appointment at Selfridges and how consumers can enjoy all the store has to offer from the comfort of their homes.

Our talent created content that reflected their passion for the high-end items from the clothing, jewellery, home, children, beauty and many other departments that Selfridges has to offer. 

They were asked to produce compelling content and explain what they liked about the virtual shopping experience, tailoring to the interest of their followers through video content and still images.

The Outcome
The campaign’s strategy effectively delivered on meeting the client’s KPIs and the engaging nature of the influencer’s content meant that we over-delivered across all metrics by a minimum of 171%.

2,900,000
Impressions
101,000
Engagements
964,000
Video Views
4,900
Web Visits

Join our mailing list

for events, news, industry insights and trend updates direct to your inbox