Last week, Fossil debuted an online video series in partnership with BuzzFeed’s Tasty. The new media campaign, “Behind The Hands Of A Tasty Producer”, is a first for both the brand and the platform. This is Fossil’s first non-fashion media partner, and the first time Tasty has worked with a fashion brand.
The videos showcase the Fossil Q Smartwatch’s functionality and sleek design while taking a look behind-the-scenes at three chefs, Alvin, Merle and Scott frequently featured in the popular top-down recipe videos. By showing the creators of Tasty not only wearing but actively using the watches, Fossil created an ideal setting for both audience crossover and gaining a new and highly engaged audience.
The partnership reflects a strategic shift for Fossil, as the accessory brand’s marketing approach has been heavily fashion focused, working with traditional media outlets to showcase the appeal of their watches’ style and design features. But for their new line of wearables, Fossil worked with 360i to take a nontraditional approach to marketing and partner with an unconventional media outlet. The Tasty audience and their viral videos appeal to a wide audience including millennials, who might not have Fossil on their radar or even own a watch.
Through the series, Fossil is able to target an entirely new audience while connecting with existing consumer’s interests outside of fashion. To date, the three videos have collectively amassed over 1.6 million views on Facebook.