MARKETING CAMPAIGNS
Before my time at MTM Special Ops Watches, their main target market was luxury-minded aging military veterans who could afford expensive luxury accessories. My goal during my tenure was to engage with the younger class of military veterans to widen our target audience. With my anthropological experience, I researched this emerging culture and targeted potential avenues to engage this new audience to the brand. My research concluded that these new veterans needed a lower price point product, digital marketing, and collaborations with trusted brands and media that they were engaged (film and video games). These insights lead to an over 50% increase in engagement and wider sales across all the product lines. The “Built for Action” campaign and collaborative give aways were key in the dramatic rise in engagement.
Built for Action
To marketing to a younger generation of customers, I led the development of the “Built for Action” campaign to advertise the medium-tier price point watches. These advertisements ran on both print and digital media as full-page spreads in magazines as well as on social media outlets and Google banners. We promoted this campaign through film, tv, and celebrity partnerships to reach a broader and more contemporary demographic.
BRAND Collaboration Give AwayS
To build engagement and brand loyalty, I set up collaborations with film and video game companies to cross-promote our lower price products. We created custom products with our partners and ran social media sweepstakes to draw in this desirable new demographic. This lead to over 50% more sales of these products and stimulated social media engagement across Instagram, Twitter, and Facebook.
