Casio: vintage watches, modern appeal
A streetwear and music culture strategy made G-Shock and vintage digital watches genuinely relevant to Gen Z, producing 820K UGC video plays and a 64% TikTok conversion uplift.
Casio needed to make their classic G-Shock and vintage digital watches relevant to Gen Z without losing the heritage that made them iconic, in a market where nostalgia alone does not drive purchase.
0K
UGC Video Plays
Authentic user content
0%
TikTok Conversion Uplift
Direct sales increase
Positioned the watches as fashion objects within streetwear culture rather than tech or sporting goods, which is where Gen Z discovery was happening
Sourced authentic UGC from fashion influencers and musicians who already wore the watches rather than commissioning paid product content
Created TikTok styling videos and Instagram carousel posts focused on watch customization and outfit pairing, not product specifications
Partnered with music festival activations to build cultural associations the brand could not manufacture through media spend alone
The campaign worked because it let the culture lead. Casio supplied the product, creators supplied the context, and the brand provided the connecting thread without forcing it.
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