Fossil promotes rebrand with ad campaign (Score 60)

Sales lead: Get in touch now to help this company promote the rebrand. 

• Fossil just launched a campaign called "Made For This" to promote its recent rebrand.
• This includes a new brand image and creative direction. 
• The campaign includes digital, print, streaming, and OOH ads. 
• Fossil worked with Mekanism on the campaign. 
• It also expanded its influencer program to include over 1k influencers.

Target demographic: Millennials

The company will likely:

• Increase ad spend throughout H2
• Experiment with new ad channels
• Ramp up promotional activity

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Fossil spent about $3.3m on digital display ads YTD, a slight decrease from $3.6m spent in this channel during the same time period of 2022. 
• YTD data: 498.2m impressions via Instagram (55%), Facebook (38%), YouTube (3%), desktop video (2%), and desktop display (2%). 
• 2021-2022 spend: Full-year spend equaled 6.9m in 2021 and $6.5m in 2022. 
• Ad location: It placed 98% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, twitch.tv, and merriam-webster.com. It placed 2% of these ads indirectly through Amazon DSP and Criteo onto sites such as tmz.com, ebay.com, yahoo.com, instyle.com, and byrdie.com.