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Retail
Campaign
Klasse 14 - A social media evolution for a timepiece trendsetter.
Klasse 14 - A social media evolution for a timepiece trendsetter.
Challenge
Reconnecting with millennials
With their unique and contrasting watch designs, Klasse14 doesn’t lack anywhere in the creative department. Going the extra mile to create bold and fashion-forward accessories that empowers self-expression, they are not afraid to put their best wrist forward. As a young and vibrant brand that was established in 2014, it focuses mainly on its core audience, millennials. In order to boost engagement with their target audience in the APAC region, the brand needed to carefully consider the interests and online habits of their target customers. We needed to be able to connect what's now to what's next through innovative platforms that can transcend traditional approaches that will work on this distinctive group. Our team was tasked with managing their content and campaigns on multiple social media channels, by putting together a tailor-made strategy that would boost their online presence, connecting the brand with their target audience by hitting the right spot with every post and campaign.
Solution
Bringing an #OrdinarilyUnique brand to light
Catering to the rapid speed of social media updates, our strategy was to design a series of snappy yet impactful social media campaigns for their online presence. Taking key elements from their brand aesthetic, we developed various graphics and animations that echo their brand tagline “Ordinarily Unique”, while being eye-catching enough to grab the audience’s attention instantly. With the perfect formula of static posts, reels, Insta stories, and digital campaigns such as giveaways, we effectively engaged their followers, initiated interaction and further promoted the brand to a wider audience.
Outcome
Advanced retail experience with unique Kolours
Inspired by the brand’s philosophy, “Ordinarily Unique”, Klasse14 came to us again with the innovative idea of running KBAR, where in-store services of customisation and hand dyeing of leather straps are offered to customers. Taking the initial idea and executing it with our creative direction, we launched a digital campaign along with a video and social media posts for the elevated retail experience.
We translated elements of the fresh and unique KBAR for the dedicated digital campaigns that exude the brand’s essence. In a few glimpses, we captured the iridescent colours contrasting with the minimalistic background to promote the brand's avant-garde attitude and spirit of staying true to oneself. In order to create a fluid user journey for the O2O experience, we worked on their digital booklet for the customers to see all the colours available before visiting the store, generating interest and engagement. The highly sensorial content and campaigns resonated with the target demographic, leading to higher engagement rates and an improved brand-audience connection and establishing Klasse14 as a desirable and aspirational watch brand among the millennial audience in the APAC market.
