Fossil often ran ad campaigns on Facebook and Instagram, ranging from video ads to branded content. The brand had also adopted an always-on campaign messaging strategy to reach potential customers throughout their purchase journey. Campaigns typically focused on driving conversions, but Fossil also hoped to grow their audience and acquire new customers. The brand also wondered whether their social media campaigns motivated people to search for their products.
Fossil worked with Overdose, on a new campaign to achieve their goals from strategy through to execution. The campaign used a mixture of creative including video ads, static images and GIFs. Each was tested across a variety of placements including Facebook Feed, Ads in Stories and Instagram Reels. From there, Fossil set up and conducted a Conversion Lift study which measured the incremental impact of their campaigns within the marketing mix - but especially on both paid and organic search - and on additional sales revenue. The Conversion Lift study showed a significant increase in all metrics for Fossil. This included a lift in sales that was directly attributable to people who saw Fossil's ads on Facebook and Instagram, searched for Fossil products and made a purchase.