G-Shock x Central Cee
Challenge
Casio tasked KC to launch G-Shock’s new ambassadorship with UK rapper, Central Cee, using it to position the brand amongst a Gen-Z audience, whilst maintaining relevance amongst its longstanding fans.
Solution
We supported the ambassadorship with a tactical press office and talent seeding strategy, across key campaign moments, supporting targeted OOH placements and generating hype in key places.
Our approach included securing earned media across Gen-Z-relevant culture outlets and national press, to both reinforce the brand’s legacy and reach new, younger audiences. Through our network of music, fashion and cultural stakeholders relevant to Central Cee, we engaged a range of targets across social and editorial channels.
Kingdom Collective also led on comms for G-Shock’s new “Steel Edition” collection, driving product placement alongside the talent partnership.
Results
Aligned iconic legacy brand with zeitgeist music talent to raise awareness and prompt consideration
Campaign reach of over 70M+ across media, social, and targeted Gen-Z talent channels.
Secured coverage in key outlets including GQ, Evening Standard and influential sub culture platforms like IMJUSTBAIT, and Link Up TV.
Product seeded with credible social platforms achieving brand-firsts with the likes of @avahirons and @wavyyute.
