G-SHOCK

Introducing G-SHOCK to Gen Z

For over 40 years, G-SHOCK has been pioneering the creation of watches known for their iconic style and absolute toughness.

The G-SHOCK brand has long been a favourite among watch fanatics and adventurers alike.

 

The Challenge:

We were tasked with bringing G-SHOCK to a new generation of fans.

Every E-commerce brand is familiar with the challenges facing marketing to Gen Z. This generation of digital natives have idiosyncratic tastes and consumer behaviours, using social media in a different way to their predecessors.

Our job was not just to introduce the brand, but to provide concrete proof of returns.

 

The Strategy:

• Gradual warming campaigns: Using best in class content along a common theme of being ‘Built Different’, we ran a series of paid media campaigns over the course of 2 years. Each iteration of the campaign aimed to drive increasing numbers of users further down the funnel. We were able to gradually grow an audience of dedicated fans, driving more conversions with each campaign.
• A different approach to content: Ad content and messaging needed to reflect the fact that this audience was different from G-SHOCK’s traditional fanbase, while remaining true to the values that made the brand great. We placed a greater emphasis on lo-fi creator content ahead of more polished content, and softened sales messaging to give the ads an authentic feel.
• Prioritising next-gen platforms: While Facebook was G-SHOCK’s historically top-performing platform, we saw success away from Meta with this youth-focused campaign. We used Instagram, TikTok, and Snapchat to capture a new audience of G-SHOCK fans, finding success at all stages of the funnel. Constant observation of performance allowed us to optimise media spend towards top performing platforms and ad varieties, thereby maximising the efficiency of the budget.

 

The Results:

10% increase in sessions from target demographic

14% uplift in sitewide CVR from target demographic

50% increase in Meta ROAS from the target demographic

5-figure increase in site leads from the target demographic.

 

Key Takeaways:

• Make decisions on platforms based on your target audience but be prepared to shift focus when confronted with real results.
• Customer journey will vary massively based on demographic – adjust your campaign touchpoints accordingly.