Fossil Group - Skagen
New product launch in Japan
CHALLENGE
Conduct marketing efforts for a new smartwatch launch, focusing on social media advertising and digital media.
SOLUTION
International watches and accessories brand SKAGEN was releasing their new smartwatch and wanted help marketing it in Japan.
We drew on our Japanese market experience and designed a full-funnel marketing model that helped to strategize around the customer journey.
Our first aim was to bring a lot of awareness to SKAGEN's new smartwatches. We activated local influencers to show their audiences how these new watches related to their lifestyles. Then, we featured them in lifestyle articles on strategically chosen Japanese online media sites.
Gathering data from these articles, we were able to reapproach readers with ad content, leading readers and others who showed interest at different touchpoints further down the customer journey.
We also conducted extensive A/B testing, comparing SKAGEN's international content with localized ones specifically for Japan. Through this, we could hone in on which content produced the best results for each segment within the Japanese targets, which audiences preferred which product, style, and more.
Analyzing this data and checking performance against the KPIs that we set at each phase of the funnel allowed us to continually optimize and help our client and us understand where improvements were needed in order to achieve better results.
Together with our efforts managing their Japanese Facebook community, SKAGEN effectively communicated their brand and was able to sell their new products.
RESULTS
Our smartwatch marketing efforts resulted in 15% more people in Japan remembering SKAGEN's ads and people being in contact with their content for 10 seconds longer than before.
This resulted in a ROAS increase of 500% compared to efforts in traditional watches.
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