How Fossil Watches Learned to Tell Their Brand Story on Social
Background & Challenge
Background
Heritage brands don’t come out of nowhere–they take smart positioning, on-point visuals, and most of all, longevity. After 30+ years, the American watch brand Fossil was well on its way, but a preponderance of brand collabs and an expansion into accessories had begun to confuse the brand’s POV. As Fossil prepared for a full rebrand, they brought in Win Social to refresh their social presence, a major touchpoint for the brand.
Challenge
Without increasing costs or adding new team members, Fossil wanted to redirect their efforts to create more compelling brand content and find a way to better use their network of brand ambassadors, the Fossil Collective.
Process
Fossil had a small in-house team including some talented creatives, but they were underwater on day-to-day responsibilities and lacked a clearly defined strategy. The social presence was driven primarily by the partnerships calendar, giving the brand few opportunities to tell their own story and engage their core brand fan. After embedding with the social team and getting to understand their challenges in content production and channel management, we built a comprehensive social and influencer strategy off their brand platform “Made For This” that included ready-built content franchises to test and clear content pillars for future social content shoots to build on. We also worked with leadership to recommend a new vendor for influencer management, and push forward a new process for gifting that took some time pressure off the social team.