CASIO

CASIO Case Study

Background

Casio is one of the largest retail brands in South Africa selling watches, calculators, keyboards and cash registers.

Requirements

Sha-Izwe worked with Casio for 27 years, initially writing and issuing press releases and then extending our services. Around 2008 we began with social media to increase sales to young people and those viewing and for purchasing products online. Casio watches and keyboards were successful in the 80s and the youth in the early 2000s were targeted as a new and exciting market.

So In 2008, we launched Casio’s South African Facebook, Twitter and Instagram accounts with just a few followers. Today they have over 100 000 Likes on Facebook, 4 000 on Twitter and almost 20 000 followers on Instagram. We also recommended that Casio work with influencers and do paid advertising on social media. More details are given below.

Public Relations

Strategy; Issue press releases to the media, localised for South Africa, liaise with the media and track media coverage.

Media Coverage

Newsletters

Strategy: Each week issue a newsletter covering new product to dealers and distributors as well as consumers signed up for the newsletter.

Landing Page

Strategy: A landing page created where people sign up for the G-Tribe, in the format of a one-page eMailer.

Influencers

Our team did research to discover new brand influencers who met Casio’s criteria:
Ambassadors with a high social media engagement were choosen and aligned with Casio’s brand.
Already had an interest in Casio or be wearing a Casio watch.
Must not be wearing a competitive brand.
Must agree to supply regular quality photographs to be used for marketing purposes.
Analyse and monitor each influence’s progress.

YouTube adverts

Strategy: Target people who are looking at reviews of Casio watches, digital pianos etc on YouTube.

Facebook adverts

Strategy: Managed Casio’s advertising on Facebook & Instagram and monitor the advertising account to continually making changes to the ad’ campaigns to achieve the lowest cost per click and cost per like. For example, we found people who like Nike cost less to acquire than people who like Adidas. Continual improvement made to the adverts on Facebook to expand Casio’s reach at the lowest cost.