Love is love is love. Fossil's latest Curator Series piece, partners with the Hetrick-Martin Institute to create a limited edition timepiece for Pride 2019. Celebrating diversity and inclusivity, this 38mm Essentialist Watch features a subtle, rainbow-themed dial with the words “Pride 2019” specially etched on its caseback. The Pride Month watch case is available as a limited edition of only 1,000 individually-numbered pieces. In addition to the watch case, there are Pride flag and multi-colored straps for those who want to show their maximum support. One hundred percent of proceeds from the HMI x Fossil watch case will benefit the work of the Hetrick-Martin Institute: helping foster healthy youth development and creating safe environments for LGBTQ+ youth, ages 13-24, and their families.
Marketing Objectives:
- Bring in new audiences with HMI collaboration and relevance
- Create opportunity to “Make Time for Good” (through messaging and HMI contribution)
- Generate buzz and brand excitement from new and existing customers
- Sell out!
Communication Goal: Establish Fossil as an active and authentic ally supporting the LGBTQ+ youth during and beyond the crowded and commercialized month of Pride.
- Drive product awareness, consideration and purchase of the HMI Pride Watch
- Inform the target on the long-standing partnership with HMI
- Educate that 100% of the watch case proceeds go to HMI, enabling them to support the LGBTQ+ youth
PR/Events Strategy
- Pre-Pitching surrounding the Pride watch, influencers, Alyssa Edwards and our "Make Time for Good" initiative
- Wide outreach to press following our collaboration announcement (including Forbes, Bustle, Marie Claire, Refinery29, InStyle, Us Weekly, E! News, Elle and NYLON)
- Seeded out Pride watch boxes to 25 influencers and 25 editors
- Hosted the following events:
- Youth Pride Event in NYC - attendees included HMI youth and leadership, Fossil family, press, influencers and the public
- Dallas Arts District Pride Block Party - attendees included Fossil family, friends, fans press, influencers and the public. Special guest appearance by Alyssa Edwards.
- NYC Pride Parade Watch Party - attendees included press, influencers, HMI leadership and Fossil leadership
- Created and sold Love/Pride t-shirts, in which a 100% of proceeds went to HMI
Social/Influencer Strategy
- Supported influencers and video content through Facebook, Instagram, Twitter and YouTube
- Utilized the following hashtags to curate and observe conversations: #MakeTimeForGood, #LoveInColor, #HMIxFossil, #FossilCollectorsClub
- Created four hero influencer videos, in which each influencer shared their contribution to the LGBTQ+ community, driving donations and/or purchases of the pride watch.
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Dyllón Burnside: Pronoun: He/Him | 43.4K followers - Dyllón Burnside is an actor and singer known for his role as Ricky Evangelista on Pose. He is passionate about providing quality arts programming and training to youth in underserved communities.
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Blair Imani: Pronoun: She/her | 42.1K followers - Blair Imani is a writer, mental health advocate and historian living at the intersections of Black, Queer and Muslim Identity. She is the official ambassador of Muslims for Progressive Values, one of the oldest progressive Muslim organizations to support the LGBTQ+ community.
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Steph Grant: Pronoun: She/Her | 55K followers - Steph Grant is the owner of Steph Grant Photography, an agency that specializes in intimate LGBT Weddings and corporate events around the world. In addition, she is the Founder of the Promote Love movement, a collective of LGBT and allied individuals united for the purpose of promoting love.
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Jacob Tobia: PRONOUN: They/Them | 77K followers - Jacob Tobia is a writer, producer, and author of Sissy: A Coming-of-Gender Story. From interviewing former US Presidents to working with queer and trans youth, Jacob helps others embrace the full complexity of gender and own their truth, even when that truth is messy as hell.
- Created video content with entrepreneur and drag queen Alyssa Edwards.
- Worked with 14 style influencers who created Instagram Pride posts and Instagram stories, on behalf of Fossil, supporting the HMI x Fossil watch
- Created an HMI x Fossil video spreading awareness and education about HMI and its importance
Web/Emails
- Created a Pride boutique page on fossil.com that highlighted the HMI x Fossil watch during all of June (served as our landing page)
- Sent out two Pride specific emails to current Fossil customers
- $78,500 donated to HMI
- Sold out on all watch units - 32K clicks to the site
- 9.8M social and influencer impressions
- 416M+ press impressions
- 25% increase in positive sentiment from 2018 to 2019
Video for HMI x Fossil
