Objective
Following a major investment that increased the brand’s production capacity and competitiveness, our digital marketing project, which began in 2019, has evolved according to TIMEX’s growing needs and continues to this day. The driving force behind this four-year-long collaboration has been our ability to develop and implement a digital marketing strategy that delivers results aligned with the brand’s goals.
In the first phase of the project, we worked closely with TIMEX’s team to define realistic goals based on data analysis and sector research. Our strategy outlined two main objectives:
- To increase brand awareness in European and African markets.
- To accurately reflect the brand’s strengths on digital platforms and position it as a leader in the filtration industry.
Background
Prior to launching the digital marketing project, TIMEX had virtually no online presence beyond a website that did not reflect its brand image effectively. To address this, we first redesigned the website in line with the new brand vision. Simultaneously, we established the brand’s social media presence by creating and designing profiles and building a cohesive content strategy.
The filtration sector is typically dominated by a technical, production-oriented communication style. To stand out from competitors and highlight TIMEX’s values, we shaped the brand’s image around environmental responsibility and social awareness. We identified two key gaps in the market:
- Brands rarely communicated values beyond production capabilities.
- Communications were largely focused on product benefits rather than broader brand values.
We turned these gaps into opportunities and created a communications strategy centred around sustainability, responsibility, and value-driven messaging.
Strategy
Once the goals were clearly defined, we focused on selecting the right platforms and building a consistent content strategy. Since the brand had no prior social media presence, our first task was to establish a credible and consistent online identity. We leveraged TIMEX’s existing work in environmental and sustainability efforts and built a brand image based on key pillars such as production quality and eco-consciousness. These themes were woven into a balanced, ongoing content plan that reinforced the brand’s positioning.
One of the biggest challenges was the lack of an existing follower base. To overcome this, we utilised industry-specific groups on LinkedIn and Facebook. By identifying and participating in relevant groups—always adhering to group rules—we were able to share meaningful content that increased brand visibility and aligned with our target audience’s interests. As a result, TIMEX quickly developed an organic and relevant audience.
On Instagram, our strategy was focused solely on reinforcing the brand’s sustainable and environmentally friendly image. We did not aim for direct sales or wide reach on this platform but instead ensured that the brand maintained a consistent presence aligned with its identity.
On the website side, we used the blog and content sections to elaborate on the themes introduced through social media, providing more detail and context. Regular, high-quality content helped improve SEO rankings and strengthened the brand’s credibility and trust among its target audience.
Implementation
The strategy we developed for TIMEX in 2019 has evolved considerably over the years. Throughout the project, we have continuously adapted the approach in line with changing objectives, while carefully protecting the brand’s identity. We laid a solid foundation for TIMEX’s digital presence and enabled the brand to build a loyal audience.
Once this groundwork was in place, we planned advertising campaigns tailored to TIMEX’s goals in the European and African markets. As a company operating in a niche field, TIMEX’s target audience was highly specific and relatively small, making precise targeting crucial.
These campaigns helped TIMEX boost brand awareness in target markets and increase export volume in parallel with sales. We deliberately used creative messaging and visuals in the campaign content, avoiding the typical industrial and technical tone. This fresh approach made the brand stand out and had a positive impact on sales.
Content Strategy
Our content strategy focused on creating meaningful connections between the brand and its audience. In addition to promoting the brand’s values, we ensured that new products and services were clearly and effectively communicated. Through a sustainable content plan, we maintained a living, up-to-date brand identity on all platforms. Interactive and engaging posts encouraged audience interaction and helped further increase visibility.
Results
Although our digital marketing efforts with TIMEX are ongoing, the results clearly show that the brand has achieved the goals set at the start of its digital transformation journey in 2019.
TIMEX succeeded in reaching a wide, relevant audience on LinkedIn within its niche sector. The brand increased its visibility and expanded its export volume in target markets.
Our work supporting the brand’s image of quality and reliability also contributed to TIMEX securing another investment. Furthermore, the brand successfully positioned itself as a leader in sustainability within the sector—a field in which there were few, if any, direct competitors with a similar identity.
The TIMEX digital marketing project stands as a strong example of how an industrial brand can build a powerful presence on digital platforms and enhance brand awareness. The campaign also provided valuable insights for Merkur Design, allowing us to observe and understand user behaviours in niche European and African markets.
Beyond performance metrics, this project brought a fresh perspective to the typically mechanical and technical communications approach of the industrial sector—making the brand more accessible and appealing to its audience.
The TIMEX digital marketing project stands as a successful example of how an industrial-sector brand can build a strong image on digital platforms and increase brand awareness. For Merkur Design, it was also a valuable and developmental process.
Through campaigns targeting the European and African markets in this niche sector, we had the opportunity to observe user behaviour and engagement in those regions.
Additionally, the project brought a creative perspective to the typically technical and mechanical nature of the industrial sector. This fresh approach made the industry more accessible and visually engaging.
We believe that regardless of their sector, brands can gain a competitive edge when they present their work and image through a creative lens.
