The US Division of Casio’s G-SHOCK watches has been a legacy brand that Anchor Social has had a great relationship with for many years. When we started out, it was clear that the street savvy mindset of our company was a perfect match for the G-SHOCK brand. With a few goals in mind, namely social media reach, SEO, content creation, social management, strategy & analytics reporting, we set out a roadmap that involved live photography, graphic design and event coverage to exceed the needs of our client.
We have handled the Casio G-SHOCK US division’s marketing efforts since April 2013, gaining our client some impressive results along the way. We have covered events, launched products, created social/web content, created and administered social sweepstakes in order to convert leads and helped communicate the core of the awesome brand to the masses.
Social Media Campaigns
It’s no secret that G-SHOCK watches are durable and stand the test of time over their competition. With this in mind, Anchor Social launched the G-SHOCK OG social campaign. We asked our fans once a week over a 2-month period to send in photos of their still working throwback G-SHOCKs in order to receive the #OG Stamp of Approval. The results were quite impressive! Organically we received 13,000 post likes, reached just under 100,000 people, and had roughly 300 entries to receive the OG Stamp!
Due to the tough nature of G-SHOCK, they are a favorite among the extreme sports community. Knowing this, Anchor Social launched the X-Sports social campaign. The content organically received around 70,000 likes, reached 700,000 unique consumers, and was collectively shared over 1,000 times. Using this approach, we were able to tie in G-Shock ambassador and pro snowboarder Louie Vito, and founder of DGK/G-Shock ambassador, Stevie Williams as well.
We’ve run multiple sweepstakes for G-Shock as well, including the Microsoft Forza Horizon 2 contest and Shock The World campaign, featuring Eminem. The contests we administered along with our lead generation campaigns netted us hundreds of thousands of targeted email addresses.
For retail companies, online sweepstakes, contests and other promotional campaigns usually produce the best one-off results. We have created and executed many on behalf of G-SHOCK. Please find two examples below:
Working closely with G-SHOCK’s internal marketing department, we helped sculpt their One Planet One G-SHOCK campaign. The project focused on world famous photographer Klaus Thymann using the Gravitymaster GWA1100-2A to document his travels around the globe. Using relevant hashtags, enticing written content along with alluring photography we developed a comprehensive campaign that produced conversions and received a considerable turnout to the G-SHOCK, Soho Klaus Thymann event in only a few short weeks as well as a large amount of traffic to the G-SHOCK website.
John Lauro – Digital Marketing Manager
“Anchor is very knowledgeable in technology and marketing and has handled Casio America, Inc.’s social engagement for 3 years now. Anchor has a vital role in our social marketing and their creativity has enhanced our outreach.”
Event Coverage & Underground Branding
As part of an underground branding effort, G-Shock hosted and sponsored events that brought together cultural influencers. These were fun, loosely promoted events that we attended in order to bring the brand to a targeted audience in an organic manner. There was no heavy photography or coverage in order to keep these shows and concerts an underground affair.
Our approach has lead to tremendous growth for G-SHOCK both socially and digitally. We have raised their overall page likes by 102%, their organic average monthly reach by 120%, and through targeted advertising, raised overall brand awareness twofold.
In addition, the multiple campaigns we launched for the brand were immensely successful, garnering a total of over 389,796 Facebook likes and 26,899,670 impressions. This lead them over the one million Facebook fans milestone.
*The findings in our reported results reflect a 6-month service period. While results have continued, we focused on just that time period for the sake of this case study.