#199: How MVMT Went from a Watch Startup to Becoming a $300 Million Fashion Brand

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In This Episode

In this episode, we break down MVMT’s digital marketing strategy to find out how the crowdfunded watch brand bootstrapped its way into becoming a $300 million company.

Our Head Ninja Tim explores MVMT’s digital marketing strategy using the same framework we use to evaluate our clients’ marketing performance. We’re zeroing in on three critical factors that positioned MVMT for a blockbuster acquisition:

  • Social Media Marketing
  • Influencer Marketing
  • Email Marketing

We also look at areas that MVMT can improve as the brand evolves. Finally, we wrap things up with 5 key takeaways that you can apply to your own digital marketing. 

About MVMT

MVMT Watches Inc. was founded by friends Jake Kassan and Kramer LaPlante in 2013. Just five years later, Movado acquired MVMT for $300 million (£212 million) in three staggered payments.

The watch brand’s rapid ascent into a multimillion-dollar company is remarkable given that they bootstrapped their way to get there. Rather than depend on venture capital, Kassan and LaPlante drew from their eCommerce and crowdfunding experience, leveraging social media marketing and influencers to build up the brand.

MVMT Digital Marketing Strategy

MVMT’s digital marketing strategy is built on a foundation of three pillars:

  1. Social Media Marketing: MVMT’s social media aesthetic has evolved over the years, starting from designer brand-inspired images to lifestyle-inspired, aspirational photos. One thing has stayed the same though: MVMT maintains a cohesive look across all its social media content. 
  2. Influencer Marketing: Rather than aim for household names in the influencer sphere, MVMT initially took the unconventional route of working with micro-influencers — content creators with fewer followers (between 30,000 to 500,000). This is commonplace today but was ahead of its time in 2013 and 2014. 
  3. Email Marketing – MVMT also took a strategic approach to email marketing, using Instagram contests to capture email addresses and sending subscribers a voucher code to drive sales on the site.

Key Takeaways

Even the most successful brands don’t get everything right and MVMT is no exception. The brand has plenty of room for improvement in areas like YouTube, on-site SEO and their on-site blog.

Watch or listen to the video or podcast to get the key takeaways from MVMT’s digital marketing strategy and learn how you can apply them to your own marketing.

Timestamps

00:00 — Introduction
00:39 — MVMT Background
01:40 — MVMT’s Social Channels and Approach to Influencer Marketing
06:16 — MVMT’s Instagram Strategy
10:30 — MVMT’s Facebook Strategy
14:47 — MVMT’s Email Marketing Strategy
18:40 — Strategy to Improve: YouTube
24:00 — Strategy to Improve: Twitter
25:06 — Strategy to Improve: On-site SEO
27:59 — Strategy to Improve: On-site Blog
30:54 — 5 Key Takeaways

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