This reel talks about a Korean tradition. Luxury items are gifted and Rolex has carved a niche for itself. Everyone's giving Rolex!
I wondered, how?
There's an aspirational value to it. Koreans tell me that,
Korean families seem to favor datejust. My dad got a datejust for marrying my mom. I’m hoping to get a submariner. 🤗
Datejust is this Rolex watch:
To all rich and good looking people that carry a Datejust—good job!
To everyone else, I'll pray for you. 😂
Another Korean tells me,
90% of the parents don’t actually know the details of a watch, but they know that Rolex is reputable. And then once enough people do that, it slowly becomes a tradition to just gift a “Rolex"
Imagine permeating a culture such that you're the default. You are the tradition. Piggybacking on traditions will make riches.
We do have a wedding tradition called 예물 "ye-mul" which is a gifting tradition from each side of the family to the other, such as the groom's family to the bride's and vice versa. Traditionally, as far as I know, the bride's family usually gets certain house appliances for their new house to go into as a newlywed, such a refrigerator, microwaves, coffee machines, cleaner, cups and dishes, beds and bedding sets, etc., but more recently, they've been shifting to gifting expensive jewelry, including watches, such as Rolex.
Anyway, this made me dive into Rolex' marketing and what I discoverd was an awesome testimonial/customer case study page.
They make a separate testimonial page for each of their watches.
Do you see how they describe a watch? The language. The word choice. The emotions.
They follow the storybrand framework of how the brand supports a hero, and isn't the hero itself.
They don't always add a lot of words. The homepage is just three folds. No words.
Sometimes, less is more. And more is less.
If the customer knows what they want? Guide.
If the customer doesn't? Let them explore.
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Hi, I'm Khushi👋
I lead growth at Streamline, a PLG SaaS used by millions of users and majority of Fortune 100 companies. I also consult companies like Churnkey with their growth motion.
Welcome to my site. I write case studies about the work I've done. And sometimes, I'll write about the work others do.
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