How MUST’IT maximized full-funnel marketing performance
Based in Richardson, Texas, Fossil is a global fashion and lifestyle brand which specializes in the design, marketing, and distribution of high-quality watches, fashion, and accessories for men and women.
Fossil’s eCommerce team had been in limbo for a long time. Despite distinctive focus on ROI, there were strict requirements for the brand’s image. For a long time, targeting was purely geared towards the correct content environment.
However, Fossil needed to enter the digital market in time for the lucrative holiday season—especially with both Black Friday and last-minute shopping just before Christmas.
For the Christmas shopping season in 2016, Fossil launched a highly visible TV advert as centerpiece of its first-ever 360⁰ cross channel campaign, which also incorporated digital marketing.
In the Black Friday week, the company relaxed its ROI requirements for performance marketing in favor of more volume and attracted customers with discounts of up to 25%. 50/50 adverts were also used to present a lifestyle visual, which was created especially for the occasion. In addition, ads shown just before Christmas had a special theme and, in the last few days before Christmas, a “Last Order Date” was included, aimed at undecided and last-minute shoppers.
All of this needed accurate and timely planning. The individual Fossil departments had started thinking about the budget allocation and practical implementation way back in July/August. They were supported by Criteo, who provided advice on best practices and producing analyses and reports.
“The ever-increasing influence of e-commerce also has an effect on Christmas trade. Instead of a steady increase during the entire Advent period, the most important sales weeks are now the Black Friday week and the final week before Christmas Day. Everything requires precise and timely planning. Criteo supported us in terms of best practices and producing analyses and reports, as well as giving us specific advice.”
–Daniela Zschaeck, Online Marketing Specialist, Europe
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