Social copy proposal
Your brand platform
and voice already exist.
They just haven't reached
your social channels.
"A deep blue sunray dial, and gold-plated hands and appliques - all signature elements of IWC's Le Petit Prince collection."
On this dial the Little Prince stands on his moon looking up at the night sky. The caption describes gold-plated hands and appliques.
990 shares means the audience felt something. The caption never names what.
The most emotionally loaded object in the collection, given the same treatment as a steel bracelet.
Your rewrite to come.
"Watch Assembly of the IWC Ingenieur Perpetual Calendar 41 (Ref. IW344904) caliber 82600 base movement… IWC watchmaker Sabrina Herzog meticulously builds this high-end automatic movement, integrating the oscillating rotor and the robust Pellaton winding system…"
Nobody reads a caption on TikTok. The video is already showing every step, so the words are competing with the thing they describe.
Sabrina Herzog appears in paragraph three, after the calibre number. She is the only human being in the post.
The caption is doing the job of a press release on a platform built for the opposite.
Your rewrite to come.
"The signature 'grid'-patterned dial of the IWC Ingenieur is now in three aquatic shades, each bringing a different expression to this timepiece. The vibrant hues complement the clean lines and proportions of the Ingenieur, an ergonomic design in 35mm case sizes…"
This is the Instagram caption, lightly expanded. Same content, different room, no adjustment.
444 reactions from 189,350 followers. A 0.23% engagement rate.
On LinkedIn the Engineers Society is not a campaign, it is a literal description of who is reading. That is the one thing this post does not use.
[X] months. [N] rejected samples. Three dials. Most of dial development is failing in ways nobody ever sees. Blues that turn grey under warehouse light. Blues that photograph beautifully and look cheap on a wrist. Blues that are technically correct and have no reason to exist. [Engineer] kept the rejects in a drawer. We asked why. #TheEngineersSociety
The brackets are deliberate. This post cannot be written from outside the building. It needs twenty minutes with the person who did the work, which is the difference between a copywriter and a caption service.
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