Timex brings its brand and style up-to-date with women-focused effort

Timex, a watch brand best known for its low price point and largely male consumer base, is currently leveraging a 360-degree campaign to expand its market and create brand relevancy among fashion conscious, female consumers.

Company: Timex Corp.
Agency Mix: Kaplow (PR), PHD (media buying), and Alternatives (online advertising)
In-house team: Kristine Lumpinski, VP of marketing; Corinne Beers, brand manager
Lead agency: Kaplow
Campaign: Timex Style
Budget: Undisclosed

Timex, a watch brand best known for its low price point and largely male consumer base, is currently leveraging a 360-degree campaign to expand its market and create brand relevancy among fashion conscious, female consumers.

Timex VP of marketing Kristine Lumpinski notes, “PR is really the heart of our plan,” as the company has “limited advertising dollars and a limited ability to control what the retail environment looks like.

“PR has really given us many avenues to approach the consumer directly, and to work with the editorial and online communities,” she adds.

Lead agency Kaplow is helping to drive awareness to this target consumer through style expert Amy Goodman and TimexStyle.com, which is the consumer lifestyle counterpart to e-commerce site, Timex.com. The firm assisted in developing TimexStyle.com.

Kaplow began driving a more strategic online campaign in March, pitching Web videos of Goodman to key fashion and lifestyle Web sites. The team also provided several of those sites with the opportunity to have Goodman contribute content.

“It's no longer relevant how many people are seeing us,” says Shannon Eis, Kaplow SVP and head of the TimexStyle account team. “It's how many people are seeing us in places that are relevant to them.”

In May, the online advertising component of the initiative kicked off with Goodman-featured Web videos and style tips incorporated into Web ads, snippets for banners, and ad buys on sites where she is a contributor.

“We asked our media agency, ‘How do we get this content out to where the female targets' eyeballs already are?'” Lumpinski says. “‘How do we use added value within the media world, as well as help leverage this content?'”

Continuing to build on this strategy, Kaplow developed a Facebook page for a mid-June launch to further draw together these different online elements, and is also supporting a Fall product press preview.

“Everything has to be integrated,” Eis says. “Moving forward, it's about keeping a consolidated voice.”

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