Q4 Holiday Media Plan
We partnered with Fossil in 2017 to run their digital and social media. This year, Fossil set an ambitious goal of exceeding Q4 digital sales and revenue by 20% year-over-year. We blew past this with an increase in sales of over 78% and an increase in revenue of over 61% YoY – all against the backdrop of a global pandemic, decreased budgets, and a category forecasted to dip.
Our approach was two-fold, driven by data modeling creatives and real time response to consumer behavior. In short, we used data about human behavior to innovate and do more with less.
HOLIDAY REVENUE RESULTS
Despite reduced budgets year-over-year, Q4 2020 by itself surpassed all of the results driven in 2019 combined.
And, we did more with each dollar we spent.
DRIVING BRAND LIFT
Our second objective was to increase category awareness for Fossil smartwatches. The campaign drove a 14.2-point lift in unaided brand recall, a 9.7-point lift in brand awareness, and a 4.3-point lift in consideration. The results were 6.4, 6.7, and 1.8 points above benchmark for the retail category, respectively.