CRN, the historic shipyard and Ferretti Group brand specialising in designing and building fully custom yachts, has won the Gold Trophy at the World Luxury Award 2021 in the Cars & Yachts category.
The prize is given for the best strategy and integrated global social-media campaign. Held in Monte Carlo, the World Luxury Award event is an independent forum set up to applaud creative excellence in the advertising, design and multimedia arenas, focusing on the major players in international luxury.
This major award acknowledges the innovation, effectiveness and exceptional creative achievement of CRN’s Instagram, Facebook, Twitter, Pinterest, YouTube and LinkedIn profiles, devised and managed by Arachno Digital Agency. On its social media, CRN uses high-impact language and an original tone of voice to articulate the brand values of artisanal excellence and the in-depth design and construction know-how to create bespoke yachts – unique works of art that reflect their owner’s personality to perfection.
The social-media strategy has built engagement and empathy through several key components: a publishing plan honed in the finest detail with language tailored to each platform; images and videos meticulously selected with an artistic eye; beautifully written copy to underscore the effect; and the use of inventive formats.
Through evocative storytelling, the brand’s social media convey the lifestyle experience on board the iconic CRN vessels while sharing the amazing journey of creating a true custom yacht and the passion and dedication of CRN’s team of expert professionals and craftspeople.