Fashion
Liu Jo
The social launch of a fashion brand's smartwatches. Our part: the campaign.
After a pitch, Liu Jo Luxury chose us as the media center for the social launch of their smartwatches: three segmented campaigns, planning and paid social across Instagram, Facebook and Pinterest. Engage covered it.
The challenge
A brand-new smartwatch, in a fast-moving market: +20% worldwide and +9% in Europe in the first half of 2020, with nearly 42 million units sold despite the pandemic. But purchase intent leaned toward men (61.7% versus 38.3%), and almost everything happened on mobile (60.1%). Standing out meant speaking to different audiences, each on its own terms.
The strategy
Three distinct campaigns — men, women and unisex — with messaging and creative tailored to each segment. Budget placed where the audience is, ready to be rebalanced against real performance.
What we did
The best-performing content
The product video was one of the strongest pieces of content: over 490,000 views and more than 260,000 people reached.
The results
Real campaign data. The product creative is the client's; our part was strategy, planning and media management.
Your turn
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