4 Ways Daniel Wellington is Killing it on Instagram Stories


What’s the Story?

Swedish watchmaker Daniel Wellington are running a tight Instagram.

4.1M followers and climbing, built from a phenomenal amount of influencer marketing and #goals-worthy gram content, building up #danielwellington to over 1.7M user-generated grams.

But it’s their Stories game on Instagram that we can all stop scrolling and start learning from. The Swedish timekeepers are some of the best in the business right now, showing the vertical storytelling world how it’s done on the gram.

But why do brands need to pay attention? Because the results to be gained from a good Story are huge.

Think organic account growth, higher audience engagement, and the chance to drive a ton of direct traffic (read: conversions) is no joke with Stories. Here’s 4 things that we can all learn from Daniel Wellington, other than the time*:

*Apologies. We preemptively put a dollar in the lame joke jar for that one.


1. Pro use of polls to drive engagement

Two things: first one, using Instagram’s native tools in your Stories makes them feel more authentic to the channel, and makes your brand feel more human (important). Users on social media want you to talk to them in their language. You’re in their domain, after all.

Which leads us to the second thing: on Instagram Stories, a big part of their language is polls.

Daniel Wellington’s use of polls in their Stories is pro level. Here’s why: they’re are all about the audience. The above example, asking users a bunch of questions about their personal style in order to determine their perfect watch (DW, obvs), is centered completely around the audience. Around what they like, and what this means. Research into brands on social media for Millenials and Gen Z shows that in order for them to engage, you’ve got to make it about them - put them at the center of the story and let them tell it with you. Polls like this make the Story feel relevant to them, driving their propensity to engage.

2. Hashtag Imagery Goals

Just because the content disappears, doesn’t mean it needs to be raw and off-brand. The Stories last 24 hours, but the impact on your brand lasts a lot longer if you miss the mark. Keep it crispy.

Daniel Wellington does this beautifully with attention-grabbing imagery and a very clever use of the vertical real estate, splitting their polls into different images on both sides. It makes sense for their brand, it’s eye-catching, and they’re clearly creating content for the channel by thinking about how to capitalize on the vertical real estate. Always create for the channel. Always keep it crispy. And food-wise, always go salty over sweet (personal preference).


3. Make the Ask Clear

Brands are starting to report that increasing amounts of web traffic is being driven by Instagram Stories. That means users see stuff on Stories, and actually click through to find out more. This kind of action bias is increasingly rare across digital, which has become more and more of a passive scroll-party.

So why the action on Instagram Stories? Because users are highly engaged in Stories, and if you make the CTA (Call to Action) clear, they’re pretty likely to click through on it.

Daniel Wellington backs up their content with clear CTAs, which tell the audience exactly why they should swipe up, and what they’ll get when they do. They’re not afraid to ask their audience for the behavior they want - but they know they have to make the ask clear, and the value for them obvious before they’ll do it.


4. Audience-Centric

We’ve covered this already, but it deserves its own lesson because it’s just that damn important. For brands, remembering that your audience is on these channels for entertainment, information, and interaction is key here. So, the Story is not about your brand first - it’s about the audience and what will entertain, inform, and make them what to interact.

Daniel Wellington’s Stories are all about the audience - even when they’re driving watch sales. Instead of peddling their wares with a brand-first mentality, they’re making a quiz about the audience’s personal style, and putting some nice food references in there for good measure - which we all appreciate.

They’re giving their audience a bunch of jazzy new gram-worthy wallpaper options for their phone, which is a value add for them, and a win for DW when their watch is featured in the prime real estate on someone’s device.


Daniel Wellington: Winner winner, chicken dinner.

Know any other brands that are killing it on Instagram Stories? Let us know who your favorites are, and why!