Overview

Misfit Wearables is an e-commerce smartwatch brand from Fossil. We were tasked with rebranding the once traditional fitness brand to one emblematic of its name. We set out to celebrate diversity, spotlighting self-proclaimed Misfits and inspiring a movement of radical self- love, all kicking off with the launch of the Misfit Vapor X.

Social media supported the launch by leveraging paid and organic media to drive awareness, engagement and conversions to new fans that identified with the new brand identity.

As co-strategist, I focused on our organic strategy and calendar. I led creative briefs, identifying content themes and outlining the editorial calendar. I partnered with the creative team to brainstorm ideas, and to develop and capture content. I reported on performance, gathering data and insights to continuously inform and improve our strategy. I also led our influencer strategy, briefing our partner influencer agency for each product release and Misfit of the Month social feature.

Results     

• Garnered 5.54M Instagram impressions and

• Drove 4.04M Facebook impressions (+15% YOY)

• Reached 3.4M users (+25% YOY)

• Maintained 85% completion rate on stories

• Garnered 363.18K organic story impressions

• Gained 8,393 Instagram followers

• Contributed to Vapor X sell out on launch day

• Tripled social conversions with 1/3 of budget

• During holiday shopping peak, social content consistently outperformed top site traffic including search, display and email