SEKONDA
A watch for every dad.
Overview.
Sekonda is the UK’s leading challenger watch brand. In recent times, they’ve become known for their ‘No Time For Nonsense’ campaign.
While working closely with Sekonda to bring their new brand proposition (Simply Great Watches) to life, we crafted several social activations. Each was designed to build a memorable online presence and captivate new (and younger) audience demographics.
Role: Account Lead
Sector: Retail
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 to promote; it was up to us to get these in front of people, memorably and creatively. Let’s be honest, buying for Dad isn’t always the easiest. We wanted to make it fun.
Our solution needed to be distinctive, measurable and shareable.
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 a handful of fun Dad personalities, then matched our hero watches to each of them, meaning each quizzer would receive a unique outcome and watch based on their responses.
To drive users to our game, we crafted a targeted social campaign across Meta. The campaign would target x5 new audiences with unique messaging between May 30th and June 27th based on context and motivation. For instance, media spend focused towards followers of Etsy in the beginning (typically more thoughtful, considered), then LastMinute by the end (rushed, practical, panicked).
We developed creatives for each audience and motivation, allowing us to provide 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.
At 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 creativity 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.