Submitted by YKONEAgency IPI Score 84/100

Piaget 150th Exhibition Influencer Campaign

Influencer Marketing

YKONE placed two carefully cast talents on a structured three-part Abu Dhabi itinerary to mark Piaget's 150th anniversary and launch the Essence Of Extraleganza high jewelry collection.

3.4Mreach
9.9Mimpressions
1Minteractions
5.7%engagement rate
€918.7Kearned media value

About the campaign

Heritage milestone campaigns risk feeling self-congratulatory, and high jewelry marketing usually stays inside controlled editorial environments, so marking Piaget's 150th anniversary and the launch of the Essence Of Extraleganza collection through influencers demanded a format that carried craft and exclusivity signals while still generating real interaction.

YKONE's approach, delivered with the Abu Dhabi Investment Office as co-presenter and destination partner, was deliberately small and structured: just two talents, actress Ayca Aysin Turan and model Gabrielle Caunesil, cast for audience composition rather than follower scale, on the logic that followers who closely match the intended high-net-worth consumer profile interact rather than passively scroll. Each talent followed an identical three-part Abu Dhabi itinerary, a gala dinner, an on-site shoot at the Essence Of Extraleganza exhibition, and a cultural experience, giving followers a narrative arc across multiple organic Instagram posts and stories instead of a single sponsored broadcast, while the destination lent cultural context and the Maison lent aspiration.

YKONE managed casting, booking, on-site coordination, and reporting, and states the two-talent campaign reached 3.4 million people with 9.9 million impressions, 1 million interactions, a 5.7 percent engagement rate, and 918,700 euros in earned media value; all figures are agency-reported and unverified.

Case in 60 seconds

Piaget needed to connect its 150th anniversary milestone and the launch of the Essence Of Extraleganza high jewelry collection to a high-net-worth regional audience without generating merely passive exposure, while simultaneously reinforcing Abu Dhabi's identity as a luxury and cultural destination.

A single sponsored post cannot carry a heritage narrative; spreading content across a short, structured itinerary gives followers a story arc to follow and raises the likelihood of active engagement rather than passive scrolling, according to YKONE's own account.

Cast a small number of talents chosen for audience composition rather than follower scale, then build each a dedicated three-part programme, so that the Piaget brand story and the Abu Dhabi setting could reinforce each other across multiple touchpoints.

Actress Ayca Aysin Turan and model Gabrielle Caunesil each followed an identical three-part itinerary, a gala dinner, an on-site exhibition shoot, and a cultural experience in Abu Dhabi, with YKONE managing casting, booking, on-site coordination, and post-campaign reporting.

According to YKONE's portfolio, the two-talent campaign reached 3.4 million people, recorded 9.9 million impressions, generated 1 million interactions, and delivered an earned media value of €918.7K at a 5.7% engagement rate. All figures are self-reported and have not been independently verified.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

The primary audience was high-net-worth individuals in markets receptive to Swiss high jewelry and luxury travel. Talent was selected on the basis of audience composition rather than raw follower counts, prioritising genuine alignment with this profile.
Heritage milestone campaigns risk feeling self-congratulatory or inaccessible. Anchoring the campaign to a physical place, Abu Dhabi, and to a narrative sequence of social experiences rather than a single brand broadcast created a degree of lived authenticity alongside the prestige positioning.
High jewelry marketing typically relies on controlled editorial environments. An influencer-led format had to carry sufficient craft and exclusivity signals to feel credible within that category while still generating the interaction volumes that justify the channel choice.
Piaget was positioned as the occasion, the 150th anniversary and the Essence Of Extraleganza collection providing the narrative spine, while the Abu Dhabi Investment Office co-presented the activation as a demonstration of the emirate's standing as a luxury culture destination.
According to YKONE, talents whose followers closely match the intended consumer profile produce content that prompts interaction rather than passive consumption. The three-part itinerary format was designed to distribute that engagement potential across a short narrative arc rather than concentrating it in a single post.

Creative & Execution System

Assets & channels

  • Organic Instagram posts and stories from each talent across the three itinerary legs
  • On-site exhibition photography at the Essence Of Extraleganza display
  • Gala dinner content
  • Abu Dhabi cultural experience content

Partners

  • YKONE (influencer casting, booking, on-site coordination, reporting) — per YKONE portfolio
  • Abu Dhabi Investment Office (co-presenter and destination partner) — per YKONE portfolio

Participation mechanic

  • Structured three-part talent itinerary generating multiple posts per creator
  • Organic social distribution through talent channels only; no paid amplification mentioned in source

Creator role

  • Ayca Aysin Turan (@aycaaysinturan, actress) — hero talent, per YKONE portfolio
  • Gabrielle Caunesil (@gabriellecaunesil, model) — hero talent, per YKONE portfolio

Results & Evidence

MetricValueResult type
Reach3.4Mreach
Impressions9.9Mmedia
Interactions1Mengagement
Engagement rate5.7%engagement
Earned media value€918.7Kearned

Why YKONE's strategy worked

  1. 1

    A small cast selected for audience composition rather than follower count appears to have produced an engagement rate that YKONE describes as above passive-scroll norms, suggesting that match quality between creator audience and target consumer can matter more than total reach when the target segment is narrow and high-value. Source: YKONE portfolio.

  2. 2

    Structuring each talent's involvement as a three-part itinerary (gala dinner, exhibition shoot, cultural experience) distributed the brand message across a narrative arc. Multiple posts per creator extended the campaign's presence in followers' feeds without requiring additional talent, according to YKONE's account.

  3. 3

    Co-branding the destination alongside the product gave the Abu Dhabi Investment Office a meaningful role and meant the cultural setting provided context for the jewelry rather than functioning as a neutral backdrop. Based on available evidence, this appears to have strengthened the coherence of the content across itinerary legs.

  4. 4

    Keeping the talent roster to two people simplified on-site logistics and allowed YKONE to manage casting, booking, coordination, and reporting within a single activation framework, per YKONE's portfolio.

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