Fossil

The Objective

Fossil is inspired by American creativity and ingenuity, bringing new life into the industry by making quality, fashionable watches and accessories that are both fun and accessible. In collaboration with mSix & Partners, the brand came to TikTok for an innovative campaign that would drive awareness in Germany of the limited edition "Fossil x Harry Potter" product collection, featuring timepieces and jewellery inspired by the Harry Potter film series.

The Solution

Fossil set up a suite of In-Feed Ads on TikTok Ads Manager with a video view objective, optimised specifically towards users that were more likely to watch the videos for at least six seconds. 

Avoiding creative fatigue, Fossil developed five different videos, each showcasing different products from the collection. The brand adopted a TikTok-first approach by partnering with creators and leaning into platform transitions and trends such as voiceovers and unboxing. 

The Results

Fossil’s campaign delivered a 6 second view-through rate of 22.96%, nearly double the top range of regional benchmarks for this objective, and at an efficient cost-per-view of just €0.01. The average watch time per person was 4.46 seconds, again a great deal higher than regional benchmarks, proving just how engaging the content in the ads were. To top it off, higher click metrics signified a highly engaged audience, showing a heightened attention and intent than Fossil had seen with previous activity.