Grand Seiko USA Case Study: Driving Growth with Omnichannel Paid Media

Paid Media

Grand Seiko USA, a subsidiary of the renowned Japan-based Grand Seiko, is celebrated for its exquisite craftsmanship and precision in luxury watchmaking. With a brand new flagship boutique in New York City and a growing online US presence, their mission is to bring the heritage and beauty of their timepieces to discerning American customers. Although already present in the US market, Grand Seiko USA had only minimally experimented with paid media prior to our engagement. Good & Gold was contracted to help them grow and optimize their digital presence and market position.

Grand Seiko

Leveraging the power of omnichannel paid media campaigns for Grand Seiko’s flagship boutique and online presence.

Goal

Grand Seiko USA sought to elevate brand awareness and customer engagement through digital channels in the US market. Their primary objectives were to drive foot traffic to the Grand Seiko Flagship Boutique in New York and amplify the message of their global "Alive in Time" campaign across the country. After this initial success, the focus shifted toward increasing online sales for their boutique online. Additionally, the goal was to further support market expansion and strengthen their long-term market share in the luxury watch industry.

Strategy

In collaboration with Thinknerve, Grand Seiko USA's primary digital agency, Good & Gold developed and executed an omnichannel paid media strategy. Our approach included:

Channel Diversity: We launched campaigns across Google's ecosystem, including Performance Max, Search, YouTube, Maps, and Shopping, alongside Meta platforms (Facebook and Instagram), Pinterest, and later TikTok and LinkedIn.
‍
Asset Variety: Our ads leveraged a combination of studio photography, video, and lifestyle visuals designed to resonate with luxury consumers.
‍
Targeted Approach: We focused on carefully segmented audiences, targeting customers by age, occupation, geography, income, and luxury lifestyle affinities. Additionally, we used lookalike audiences and competitor search terms to enhance targeting precision.
‍
Optimization & Collaboration: Working closely with Thinknerve, we ensured that all conversion tracking and the overall customer journey were seamless and on-brand. Constant monitoring and optimization allowed us to continuously refine the campaigns for peak performance.
‍‍
Shift in Focus: After achieving significant success with the Flagship Boutique in New York and the "Alive in Time" campaign, we pivoted to primarily driving online sales for their boutique online. This shift saw our efforts concentrated across Google, Meta, Pinterest, TikTok, and LinkedIn, focusing on maximizing online revenue.

Results

Our paid media efforts successfully drove both foot traffic and online engagement for Grand Seiko USA. The local visits campaign significantly boosted in-store traffic, while our omnichannel strategy delivered strong returns across all platforms.

Over 9,000 people received GPS directions to the new Grand Seiko Flagship Boutique in NYC as part of the local visits campaign.
Google campaigns spanned Shopping, Search, Display, Gmail, YouTube, and Discovery, driving a combination of traffic and conversions.
Meta ads combined awareness traffic with catalog, single image, and video conversions, balancing both brand visibility and sales.
Pinterest campaigns focused on awareness and retargeting to engage new and returning users alike.

Search Engine Marketing (SEM)

Month 1 ROAS: 1,068%

Month 4 ROAS: 2,034%

Average ROAS over 5 months: 760%
‍

Paid Social (Meta)

Month 1 ROAS: 312%

Month 5 ROAS: 2,165%

Average ROAS over 5 months: 730%
‍

Paid Social (Pinterest)

Average ROAS over 5 months: 432%

‍