Social copy proposal
Writing for
IWC social channels.
"Summer essentials."
Two words are carrying a lot here. The model, the dial and the occasion are all left to the image.
The seventh summer caption for this watch in four weeks, which is a hard brief for any writer.
One of the lower-interaction posts in the sample.
Three new blues on the Ingenieur this season. Pick the one that matches your summer. Ingenieur Automatic 35 · Ref. IW324907
When the wrist matches the mood. Ingenieur Automatic 35 · Ref. IW324907
"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 the materials, and the story is sitting right there.
990 shares suggests the post gave the audience something worth passing on. There is room for the caption to carry some of that emotion too.
Grown-ups ask how much. Children ask what color. Deep blue, since you asked, and a gold sun on one side, a gold moon on the other, and someone very small standing on the moon. Portofino Day & Night 34 · Ref. IW459806
"It is the time you have given to your rose that makes her so important." Antoine de Saint-Exupéry, 1943 Portofino Day & Night 34 · Ref. IW459806
"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…"
On TikTok, a 90-word caption is asking the caption to do work the video could be doing better.
The caption is doing press release work on the platform least suited to it.
I could watch this for hours (IWC watchmaker Sabrina Herzog actually does)
Imagine this being your Tuesday.
Ingenieur Perpetual Calendar 41, Ref. IW344904. In-house caliber 82600, 28,800 vph, 60 hours of power reserve, Pellaton winding with ceramic components. Watchmaker: Sabrina Herzog.
Every fact from the current caption survives. It moves to where the people who want it will look, instead of standing between the viewer and the video.
"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…"
The content is the same as Instagram, and the room is a different one.
444 reactions from a follower base of 189k, roughly 0.23% of the page’s followers.
On LinkedIn the Engineers Society is not a campaign, it is a literal description of who is reading.
Three new blues on the Ingenieur this season. On Gérald Genta's 1976 Ingenieur SL, the five recesses on the bezel landed differently from watch to watch. Today, they are five functional screws, and every one lines up. Engineering has a way of finding things to improve. #TheEngineersSociety
[X] months. [N] rejected samples. Three new dials, out this summer. [@Engineer] talked us through it. 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, or blues that are technically correct and have no reason to exist. #TheEngineersSociety
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