Social & Brand
A watch for every dad this Father’s Day
Brand.
Sekonda is one of the UK’s leading challenger watch brands. In recent times, they’ve become known for their ‘No Time For Nonsense’ campaign.
In 2021, Sekonda approached Cite to help bring their new brand proposition (Simply Great Watches) and campaign (No Time For Nonsense) to life across social. Our mission was to develop a new relationship with a younger demographic, and become more culturally relevant.
In addition to an integrated social strategy, we proposed 4 social activations, all designed to build a memorable online presence and captivate new audiences. One of which was making a splash for Father’s Day.
Context.
• Role: Project Lead
• Squad: x1 AD, x2 design, x2 dev
• Date: May - Jun 2022
• Agency: Cite
BRIEF
Sekonda wanted to make a splash for Father’s Day, and use it as an opportunity to engage new audiences with their refreshed brand proposition. They had a hero collection of watches, it was up to us to get these in front of people in a memorable and creative way.
Let’s be honest, buying for Dad isn’t always the easiest. We wanted to make it fun.
RESPONSE
Introducing, Watch Match. A fun and interactive game, inspired by Buzzfeed’s infamous quizzes, which would tell you what type of Dad you have, and the best watch for him. We created some fun Dad personalities, then matched the hero watches to each of them - meaning each quizzer would get a unique outcome/watch based on how they answered.
The game involved 4 questions, and was intentionally simple to complete.
CAMPAIGN
To drive people to our game, we put together a social campaign across Facebook and Instagram. The campaign would target 5 new audiences with unique messaging between May 30th and June 27th based on context and motivation. For example, we focused our media spend towards followers of Etsy in the beginning (typically more thoughtful, considered) and then LastMinute by the end (rushed, practical, panicked).
CREATIVE
We developed creative for each audience and motivation, giving us the opportunity to give a personalised ad experience and A/B test everything to find a high-performance sweet spot. Throughout the campaign we tested various iterations of creative, copy and post types against our different audience groups.
RESULTS
In the end of the campaign, we managed to qualify 2 brand new audience groups and move them into a new stage of the customer journey. As a learning process, it also gave us valuable insight into how certain creative is received, and how we can engage people in the future. As part of a wider social strategy, this activation helped us to bring a new wave of young (25-35) followers to the Sekonda social channels.