Social Media Strategy, Influencer Relationship Management & Organic Gifting

Overview / Executive Summary
Pininfarina Hybrid Watches is a luxury smartwatch brand created by the iconic Italian design house Pininfarina, best known for designing some of the world’s most iconic cars, including Ferrari. During my semester in London, I worked on their Instagram account (@pininfarinahybridwatches), helping them build a social media presence for a new product entering a competitive market.

The Challenge
Pininfarina Hybrid Watches was fairly new and trying to break into two tough spaces at once: luxury watches and smartwatches. The challenge was to build awareness and credibility for a product that needed to communicate both innovation and heritage. Instagram posts had to educate audiences on what a hybrid watch is while also reinforcing the prestige and design legacy associated with the Pininfarina name.

The Solution / Process
My strategy included influencer outreach and organic gifting, monitoring performance insights, and creating content that reflected the brand’s voice. A key focus was ensuring that all Instagram content helped audiences understand what made the product distinct from both traditional luxury watches and fully digital smartwatches.

Final Design & Visuals
Included in the project deliverables:
• Instagram content and branded assets created to establish and maintain a cohesive visual presence
• Influencer outreach and organic gifting to build brand awareness and credibility
• Content creation to support the product’s digital launches and positioning in the market

Results & Impact
• Refined and expanded existing social presence for newly launched hybrid watch brand, establishing consistent visual identity and brand voice
• Executed influencer outreach strategy, securing influencer partnerships that increased product visibility among target luxury and tech audiences
• Maintained active content calendar balancing product education with Pininfarina’s design heritage

Role / Tools
Role: Social Media Marketing Intern

Responsibilities: Influencer outreach, organic gifting, use of content calendars, Instagram content creation, performance tracking

Tools: Instagram, Email outreach, Canva, Google Workspace

ClientPininfarina Hybrid Watches (via Grove Communication - London, England)ServicesSocial Media Strategy, Content Creation, Influencer Relationship Management, Organic Gifting, Performance Insights, Digital Brand BuildingLinkPininfarina Instagram