Conduct marketing efforts for a new smartwatch launch, focusing on social media advertising and digital media.


  • Account Strategy
  • Ad optimizaton
  • Social community management
  • Influencer marketing

International watches and accessories brand SKAGEN was releasing their new smartwatch and wanted to help marketing it in Japan.

We drew on our Japanese market experience and designed a full-funnel marketing model that helped to strategize around the customer journey, from the top of the funnel through the bottom. This helped take customers from first being aware of the product to becoming interested in it, then understanding it, considering it, then finally purchasing it.

Our first aim was to bring a lot of awareness to SKAGEN’s smartwatches, something necessary when marketing according to the funnel. We activated local influencers to inform their audiences on social and create content. Then, we featured them in lifestyle articles on strategically chosen Japanese online media sites. Gathering data from these articles, we were able to reapproach readers with ad content, leading readers and others who showed interest at different touchpoints further down the customer journey.

We also conducted extensive A/B testing, comparing SKAGEN’s international content with localized ones. Through this, we could hone in on which content produced the best results for each segment within the Japanese targets, which audiences preferred which product, style, and more. Analyzing this data and checking performance against the KPIs that we set at each phase of the funnel allowed us to continually optimize, achieve better performance, and help our client and us understand where improvements were needed.

Combined with our efforts managing their Japanese Facebook community, SKAGEN is able to effectively cross cultures, communicate their brand and provide customer service on social in order to sell more of their products.


Our smartwatch marketing efforts resulted in 15% more people in Japan remembering SKAGEN’s ads and people being in contact with their content for 10 seconds longer than before. This resulted in a ROAS increase of 500% compared to efforts in traditional watches.


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Date of Enactment: February 1st, 2007

Last Revised: November 1st, 2007

TAM Inc.

CEO: Shinji Tamehiro