Katchin by Fossil Group

First, we identified a cultural territory for Katchin to live in on social: Unfiltered Intimacy. Our research found that young, luxury consumers in the European market were experiencing perfection fatigue. Instead, they’re seeking unhinged, unexpected and unfiltered content from brands.

Then, I built a social persona, crafting a unique tone of voice for Katchin’s writers and community managers to use, landing on the Internet “It” Person, drawing on inspiration from fashion writer Evan Ross Katz.

Lastly, the overall editorial approach was to tell stories that go beyond topical accessories to define Katchin’s place within the global fashion industry. Through a strategic mix of brand, influencer, and reactive newsroom content, our detailed strategy provided the Katchin marketing team a turn-key playbook to launch their brand on social channels.

Once the playbook was approved, my team’s role was to be an extension of Katchin’s marketing team as strategic and creative consultants.

Following playbook development, my team led the launch creative for the UK and Germany markets. In the Fall of 2022, we soft-launched in the UK, focusing on authentic individual style expression, featuring influencers and locals in street style interviews. We briefed a local production team to take to London’s fashion hubs and capture low-fi, TikTok first content, asking fashionable Gen Z’s a curated list of accessory-related questions. In the Summer of 2023, we launched in Germany with a significantly larger campaign, integrating experiential, influencer, organic and paid social content, and giveaways. A weekend-long event at POP KUDAMM in Berlin attracted the cities influential fashion audience to experience what Katchin has to offer in real life, for the first time. Our primary objective was to maximize Katchin brand awareness and credibility. The entire campaign generated 1.6M impressions, surpassing our content goals by 228%.