Fossil

The Fossil Gent project was a strategic advertisement campaign developed to attract a male audience ages 18 to 34 to help establish the Fossil Q watch brand. The millennial man was broken down into three categories that we felt would be geared towards our target males: the Everyday, Dapper, and the Active gent.

Each of these individuals assert more of a personal definition of self authenticity in their lifestyle first while using the Fossil Q as a tool to help express themselves confidently in their everyday usage. Through multiple omni channels: digital advertising, public relations, in-store promotions and events such as The Fossil Gent microsite and Fossil Gent Pop-Up shop would provide increase engagement amongst the target audience and build loyalty as well as an authentic relationship with men by providing the look that fits your gent style as well as Fossil Q accessories. Within this campaign exclusive member specials and influencers would be utilized to help push the lifestyle through social media and during the national tour of The Fossil Gent shop around different cities to help attract more male consumers who have yet to be reached. 

THE BRIEF

Use the Fossil Q Smartwatch as a gateway to stabilizing leathers among younger male consumers.

ACTIONABLE STEPS OF EXECUTION

Provided social campaign collateral for  Instagram, Twitter and Facebook for accounts for clients for the Marcus Graham Project, Including Apple, Fossil, Hill Harper and Travel Portland. 

Assisted account executive for planning out optimal content opportunities. 

Curated monthly Instagram with content provided by client’s Instagram and Facebook accounts, highlighting new product launches and sponsored influencers.

Collaborated with strategists, account planners, and project managers to create social media assets.

Worked closely and brainstormed with account planner, copywriter, strategists, & project manager for event activations and to grow engagement and impressions.

Delivered high-quality work and results under pressure with tight deadlines while efficiently multi-tasking and prioritizing multiple projects.

What is a Fossil Gent?

A connected individual, current, restless, active and fashionable when he wants to be

Dreamers and Creators but doesn’t have to necessarily be a creative individual

The Fossil Gent is not nostalgic, doesn’t look to the past yet he looks to the future

He is not too sweet, he’s not forever formal and he’s not a geek

Cares about quality first, comfort, connectedness, not going to wear something that doesn’t add value to life. Doesn’t care what other people are doing. 

STRATEGY

MICROSITE + VIDEO USED IN BANNER

Fossil Q Pop-Up

NYFW Gent Shop

• It could live beyond NYFW

• Timeline: July, February + September

Fossil Q Bar 

• Would essentially be a traveling pop-up shop that will be decked out skewing more male and featuring the newly released Fossil Q watch.

• Interactive projected watch face displayed on storefront window

• Circular bar serving corresponding drinks with the style of a watch

• Would be open to the public and we would leverage the use of influencers to promote the event.