Client
Seiko
Services
Video Production
Photography
Premium Feature Article
Social Coverage
Email Newsletters
Year
2023
Vertical
Watches
With the launch of its ambitious new All-Purpose Prospex collection, Seiko turned to Man of Many to develop a suitably ambitious promotional campaign. Aimed at driving desirability and increasing brand awareness, Man of Many utilised a multi-channel approach, leveraging its wide-reaching audience to maximise visibility and engagement. This resulted in a hugely successful outcome, blowing past forecast metrics and delivering enormous additional value for Seiko and its Prospex range.
Strategic Insights
The primary objective of the Seiko campaign was to enhance brand visibility and drive desirability for the new All-Purpose Prospex collection among a target audience of outdoor enthusiasts and fashion-forward individuals. The strategy focused on high-impact content across several digital touchpoints, including video features, social media posts, and email newsletters, to capture the attention of this specific audience.
Creative Concept
The creative concept for the Seiko All-Purpose Prospex campaign was to position the watch as the ultimate companion for modern explorers — those who seek adventure in every aspect of life. Through visually compelling narratives and immersive content, the campaign highlighted the Prospex’s rugged durability and sophisticated design, seamlessly blending its performance in extreme outdoor conditions with its everyday elegance. This theme was consistently reinforced across all channels, engaging audiences with the message that the Prospex is more than just a watch—it’s a symbol of readiness and resilience for those who live life to the fullest.
Implementation
Man of Many executed a robust and diverse media campaign, starting with a Premium Feature Article that highlighted the Prospex collection’s key features. This was complemented by a YouTube Video Post, designed to visually engage viewers and provide in-depth insights into the watch’s design and functionality. Social media played a crucial role, with Facebook and Instagram posts targeted to reach men interested in outdoor activities and stylish timepieces. The campaign also included strategic placements in EDM newsletters, ensuring the content reached a broad and relevant audience.
Results & Key Metrics
The Seiko campaign surpassed expectations, delivering significant value across all platforms. The Premium Feature Article exceeded the forecast by 7%, demonstrating strong audience interest. On Facebook, both the article and video posts outperformed forecasts significantly. The Facebook article post delivered 30% in bonus impressions, while the Facebook video post was a standout, achieving an impressive 184% above the forecasted figure. The EDM newsletter inclusion was another high point, with 49% more than the forecast, and the featured Seiko article ranked as the number one most clicked piece in the newsletter.
Credits
Director: Richie Hall
Producer: Richie Hall
Cinematographer: Joel Barker
Drone: Miloud Abdallah
Editor: Richie Hall
Assistant Editor: Miloud Abdallah
Colourist: Marcus Friedlander
Sound Design & Mix: Luke Fuller
Track “Voodoo”: Aaron Hibell
Talent: Alex Hayes
Article Content Creation: Jacob Osborn
