Fossil Group

Fossil Group owns a diverse portfolio of brands who share their passion for design, innovation and doing good. In 2022, we built an extensive Global Social Media Strategy for the Fossil brand.

Pride Campaign

Fossil releases limited edition designs every year for Pride, with 100% of the proceeds going to The Trevor Project, a non-profit organization that provides crisis intervention and prevention to LGBTQ+ youth. In 2022, Fossil briefed We Are Social to create a social-first campaign to not only promote the collection, but more importantly, to amplify voices in the community.

We guided Fossil to #TakeAMinute and pause all regular product and sales-driven content to allow the LGBTQ+ community to lead the conversation on Fossil’s social channels for the entire month of June. This allowed the brand to be active in their allyship and encourage their community to take a minute to learn from LGBTQ+ stories. It was crucial to not only give the floor to influencers and creators who represent the community, but to also highlight their internal support through Fossil employees. They all filmed their responses to a series of Pride-related questions, including what it means to them and why it matters.

Maui X Madrid Campaign

Following Pride 2022, Fossil released two new collaborative collections with brands Maui and Madrid. They briefed We Are Social to tap into the niche communities of surfing and skateboarding to introduce these limited edition designs.

Across both communities, surfing and skating are more than a fad, they’re a way of life. No matter your profession, age, gender, etc. surfing or skating are non-negotiable aspects of your identity. For both brand collaborations, we partnered with creators who live and breath these worlds. Despite both brands having the same campaign wrapper, surfing and skating communities are very different, so the creative direction followed suit.

For #LiveToSurf, the Maui content creators were legends in the surf world. They shot dynamic video and photography content to be published on Fossil’s Instagram and TikTok, with a focus on materials and sustainability.

For #LiveToSkate, the Madrid content creators told us why they live to skate, and skate to live. Similarly, they shot video and static content to be published on Fossil’s socials with a focus on their crew.

THE ASK

Build a turnkey Global Social Media Strategy for the internal Fossil marketing team to execute. During strategy development, my team also concepted and executed two campaigns for limited edition releases: Pride 2022 and Maui X Madrid.

THE STRATEGY

My team, Editorial, in collaboration with Strategy and Research & Insight built an extensive global strategy playbook to Fossil (over 250 slides). This document included the following (more information available upon request):

The Purpose & Vision: Competitor Audit, Social Vision, Strategic Approach
Who We Are: Tone of Voice, Look & Feel
Content & Editorial: Publishing Model, Predicted Content, Unpredicted Content
Community & UGC: Engagement Model, Selection & Engagement Guidelines, Processes & Requests
Channels: Channel Overview, Strategy, and Management
Influence: Influencer Approach, Program Vision, Selection Criteria, Outreach, Data & Optimization, Tools & Tracking