Fossil

Platform

Facebook, Instagram

SERVICES

Creative, Data, Marketing, Search, Strategy

For over 35 years, Fossil have been inspired to create one-of-a-kind accessories. What started as a humble watchmaking business has grown into a diverse portfolio of owned brands, including Fossil, Michele, Relic, Skagen and Zodiac, and licensed brands, Armani Exchange, Diesel, DKNY, Emporio Armani, kate spade new york, Michael Kors, PUMA and Tory Burch. Together, they are committed to delivering the best in design and innovation through an assortment of traditional watches, smartwatches powered by Google, one-of-a-kind handbags, jewelry and small leather goods and more.

Overdose. wanted to help Fossil measure the impact that paid Social ads across the Meta platform have on Search activity for the brand in driving online sales. They also wanted to better understand the value of Facebook and Instagram ad campaigns within Fossil’s marketing mix.

Challenge

CHALLENGE #001

Measuring revenue impact

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.

SOLUTION

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.

"This Search to Social case study gave us the chance to dig into the business problem that we were facing and delivered positive insights and verifiable outcomes that would benefit our ecom performance. Glad that we worked with Meta on this experiment."

Kate Ye, Assistant Digital Marketing Manager, APAC
- Fossil

Insights

Website Conversions

+20% incremental increase in conversions

Sales

+21% increase in sales

Search volume lift

+20% increase in search lift