Fossil Group Inc. is focusing much of its effort this year on its namesake’s smartwatch line with the company set to launch a new campaign next week.
Fossil, part of a portfolio of brands owned by Fossil Group, has tapped Kristen Bell, Leslie Odom Jr., Yara Shahidi and Austin Mahone to be featured in its latest campaign, which aims to nab market share in the smartwatch segment. The four celebrities will talk about major highlights in their lives that include, of course, their first Fossil.
“We wanted to select a cast that really authentically had some tie to what their first Fossil was….Our brand really is all about celebrating authenticity so we didn’t want to do some celebrity just for reach,” said Fossil chief creative officer Jill Elliott.
The campaign includes print, digital and social. The push follows the overall group’s announcement that it intended to double its wearable lineup this year via new designs and brands to more than 300 items, some of which were seen at the CES 2017 trade show in January.
It’s a big move for Fossil, which said this campaign — running at least through the end of 2017 — is its longest running to date. The company declined to say whether the initiative’s marketing spend also eclipses past campaign investments.
The other stars of the campaign are the products themselves, beginning with the Fossil Q Accomplice hybrid smartwatch, with other new products to be highlighted each quarter.
The marketing effort aims to go after a broad swatch of prospective watch wearers regardless of age. It’s a big task for an industry selling to consumers who have now grown accustomed to relying on their smartphones to tell time and perform any number of other functions throughout their day.
That’s why Fossil was strategic in its selection of the influencers tapped to be the faces of the campaign. Shahidi and Mahone are expected to help make the brand relevant to the Generation Z cohort. Meanwhile, Bell and Odom, who skew towards the Millennial and Gen X groups that know Fossil as a traditional watch brand, are positioned to ensure the brand’s existing customer base isn’t lost in the new marketing push, Elliott explained.
“What we’re really trying to do is introduce people who aren’t aware that we’ve moved into the smart category [and say] that we’re in it now. And if you were aware of it, that we’re still Fossil,” Elliott said.
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