Targeting a millennial consumer we created a special product line and subcategory within the brand.
social media management
To target millennial consumers we created a special product line to hit their desired price point while checking off their requirements for clean technology and innovative style. To market these specific watches we created a digital campaign and utilized social media and digital ads to drive sales. I created a series of web banners to be partnered with paid editorial pieces. We also created a series of short videos to be used on pre-roll and targeted the ads to be served to millennials.
We also created a series social posts that would pair with influencers' posts. We identified and paired the brand with a series of cultural innovators and ambassadors and utilized their social media channels to advertise the watches. Through partnerships and contests we drew traffic directly to sales. In addition I did blogger outreach to establish key fashion influencers and established connections between the brand and influencers nourishing a close relationship between the two and increasing brand awareness. Due to the great success of this campaign this subcategory has been renewed for the last three years, driving a larger percentage of our younger business.