JBW
Driving an Online Presence
THE BRIEF
Headquartered in Dallas, Texas, JBW launched its communication in the Middle East after having noted significant traffic from the region on its e-commerce platforms. JBW sought Atteline’s support to drive a full scope PR campaign, with a specific online focus to further support the brand’s presence and points of sale.
THE DELIVERY
Atteline worked closely with the US head office to develop a highly tailored strategy designed to educate, inspire, and drive and consolidate brand awareness. Arabic online media and influencers were the main focus for the UAE, Kuwait and KSA markets, with social media identified as the biggest driver of regional brand sales to date. A key moment during our campaign was JBW’s global 10th Anniversary event hosted in collaboration with the iconic Burj Khalifa, with a guest list of some of the region’s biggest names in fashion.
THE OUTCOME
The Middle East has since emerged as JBW’s second most lucrative market to the US, with strong sales year-round and topperformance in KSA – the brand’s fastest-growing region. Furthermore, JBW is now the fastest-selling e-commerce watch brand in the region. The brand is now focused on widening its influencer outreach to additional Middle Eastern countries such as Bahrain and Lebanon, as well as exploring micro-communities in those regions via hosting intimate VIP customer events.