As one of the most enduring U.S. watch brands, Timex has a long rich history and legacy of innovation going back to World War I, but the brand had suffered from many years of competing on price rather than value. After multiple leadership changes and attempts to refocus its business strategy, TIMEX has gained significant traction in the marketplace through a renewed focus on material design, strong co-branding programs and a more diverse product line-up. But its brand reputation and perceptions were still lagging, particularly among younger buyers whose buying habits were informed by social media and influencers.
Souter/Partners worked closely with Timex to refocus its digital strategy and personality, looking at what social media channels were most appropriate for which audiences, and devising diverse content strategies that resonated with target audiences. Additionally, S/P provided analysis of social media traffic to ensure that content was being effectively endorsed or amplified based on tracking patterns. Lastly, S/P put together a comprehensive influencer program to connect the brand with the trend leaders that mattered.
