Company: 5WPR
Company Description: 5WPR is a full-service PR agency in NYC with more than 250 professionals serving clients in B2C (Beauty & Fashion), Consumer Brands, Entertainment, Food & Beverage, Health & Wellness, Travel & Hospitality, Technology, Nonprofit), B2B (Corporate Communications and Reputation Management), Public Affairs, Crisis Communications and Digital Marketing (Social Media, Influencer, Paid Media, SEO).
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Digital Creativity
 Nomination Title: 5WPR + HOW x G-SHOCK
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
June 2023
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 3 words used.
Case study attached.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
N/A
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 175 words used.
A brief background about a glorious history
BRAND CHALLENGE
G-SHOCK was introduced in 1983, which is officially defined as the paleolithic era of technology. Short for “gravitational shock” it rapidly became a cult and a cultural icon based on its gutsy graphics and reputation for durability. Gear Patrol writes that it has a “peculiar aesthetic and is “revered by many as the toughest watch on the planet.”
But cult and cultural icons rapidly end up on the scrapheap of memory – have you watched your VHS of “Breakfast Club” lately? – especially in the watch category, especially when something called Apple Watch appears on the scene and the tectonic plates of coolness have shifted.
G-SHOCK, however, avoided that fate through constant innovation for new generations. Nonetheless, eventually, the brand needed a refresh, and they came to HOW to reignite the passion while democratizing the brand and making it more accessible.
SERVICES
Audience, Channel + Content Strategy. Creative, Content + Production. Customer Journey Management. Performance Testing + Optimization. Planning + Buying. Strategy + Applied Data.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 211 words used.
What we found when we opened the case
G-SHOCK’s social presence needed a strategic and executional reinvention, they were “posting to post” with no strategy, no best practices, and an absence of video. The brand had become stale, a fatal spiral for a decades-old product that demands freshness and relevance to stay on-trend. G-SHOCK needed a social shock.
How we set G-SHOCK more than a minute ahead
We reviewed G-SHOCK’s quantitative consumer research, conducted a sentiment analysis using our proprietary tools, and mapped that against a trend-scan. Based on that work we developed a strategic framework that we called “Fash and Bash”.
Our objective was to jolt the storytelling and communication with a strong fashion angle, supported by the durability of the product. In other words, we used fashion and lifestyle to create a new heritage and used the legacy toughness to reinforce the primal heritage.
To bring this new heritage story to life, we embarked upon a high-visibility digital campaign that integrated influencers with leading-edge fashion photography expressed through compelling video. We conceived and executed all aspects of the program, going so far as to have members of our team shoot and appear in the videos, delivering a blast of authenticity that captures the passion and talents of our agency.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 159 words used.
To reinforce the primal heritage of durability – the Bash – we went so far as to drop the watch off buildings and other torture tests. These were shot with a contemporary visual aesthetic so that we maintained the radical modernity aspect that was central to the brand’s reimagining.
KEY RESULTS
18.45% engagement rate
650k+ total engagements
Broad appeal of a formerly cult brand
G-SHOCK’s paid media presence needed a strategic approach to audience targeting and testing. Creative testing was minimal, and they weren't leaning into automation.
We reviewed G-SHOCK's paid social advertising and conducted an in-depth review of their past and current campaigns, products that were being promoted and sold by paid social as well as their competition to see where they can stand out. Our objective was to create efficiencies within their paid social while developing a scalable targeting and testing approach.
Additional Results:
- CPA: decreased by 45%
- ROAS: increased by 70%
- CVR: increased by 58%
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