Movado
Brandthumb worked with Movado to develop a social media program with the goal of promoting the Movado Bold Connected II watch and display its smart features.
We aimed to drive awareness and purchase consideration during the 2016 holiday season.
We designed a social media (Instagram) Influencer program built around Brandthumb’s network of elite NFL players that leveraged their followers to drive awareness and consideration.
We partnered with Khalil Mack (Oakland Raiders, 202K followers), Patrick Peterson (Arizona Cardinals, 590K followers), Vernon Hargreaves III (Tampa Bay Bucs, 165K followers) and Anthony Spice Adams (Host, Inside the Bears, 73K followers).
We provided each player with 2 Movado Bold Connected II watches, one to keep and the other to give away to one lucky fan. The program highlighted the idea that Movado watches make great gifts while also displaying the beautiful aesthetics and functionality of the smart watch.
Challenges:
Elite NFL players are unique celebrities. They do not dedicate much time to anything other than football during the season. To obtain their cooperation required special networking and logistics.
Brandthumb utilized their relationship with “The Super Agent”, Chafie Fields, to forge a partnership with two 2017 Pro Bowl athletes, one outstanding rookie and one retired (NFL) social media standout.
Founding partner and former NFL athlete, John Gilmore, leveraged his insider knowledge of the NFL schedules and his understanding of the player profiles to coordinate all efforts to ensure a successful outcome.
Khalil Mack
Oakland Raiders, Pro Bowler