Robustness, toughness, design and style. These are the core values of our client Casio G-SHOCK. At the start of 2018, the watch brand approached LVTPR with a communication question: how can we reach young adults between the ages of 16 and 25? A challenge, especially since this group usually doesn’t wear watches, but uses its smartphone to tell the time.
We decided to get started with video and use them on the G-SHOCK Facebook and Instagram accounts. These are the channels to reach the desired target group. Video content also ensures a higher overall reach and a bigger level of engagement compared to photo or text. Together with Casio we set an additional goal of gaining 20.000 followers for the Instagram page before the end of this year.
The videos we created for Facebook and Instagram revolved around the two G-SHOCK ambassadors: Douwe Macaré and Daniel Wedemeijer. Douwe is a professional skater and part of the Dutch Olympic skateboarding team. Daniel is known for his BMX talents. In personal videos, the two top athletes explain how reaching the top goes hand in hand with trial and error, pushing boundaries and absolute toughness. Exactly what G-SHOCK is known for. The toughness of both the watches and athletes was extra prominent in the joint video Challenge Your Limits.
From concepting and guiding the video shoots to brainstorming about post-processing and posting on social media: LVTPR was responsible for the entire process. And the 20.000-follower goal? Well, the videos helped make sure that goal was achieved in August, four months before the deadline.