Fossil Group wins Black Friday with first multi-market War Zoom


Agency: m/SIX

During a global pandemic with all retail stores closed, we needed to outperform Black Friday sales year-on-year. We started by understanding audiences and their desired experience, by marrying up data, creative and delivery across all communications and by working together as a single team composed of all agency and client disciplines, we delivered above all expectations.

As a team, we leveraged our optimism, authenticity, and creative spirit. Our mission lay solely on �hunting down every sale� in each market to conquer Black Friday.

We moved with pace, establishing benchmarks, audiences, and suit of creatives. We wasted no time and developed 30 min sprints that would see us achieve our goals. Built on a reactive test and learn framework and driven by social, organic, onsite and media trends, this unique environment ensured a quick and effective response to any scenario.

We were triumphant, not only did we smash 2019 sales figures, but we also developed a strategy and framework for gifting across 2021.

This is the story of how we took on Black Friday and won.