• by Sarah Mahoney , Staff Writer @mahoney_sarah, July 10, 2023

Shinola knew it had a hit on its hands the minute its fake April Fool's watch hit social media. Based on the Detroit-based watch company's signature Runwell watch model, instead of a numeral for each hour, it was marked "Late." The gag watch generated three times the brand's usual reach, four times as many likes, 13 times as many shares and five times as many comments. Most asked the company to make the watch for real. "I know it's an April Fool's joke," said one. "But I want it."

So the company just did a limited run, which sold out in three hours. Philip Pirkovic, Shinola's director of brand and partnerships, explains how the item fits in the 10-year-old brand's playbook.

D2C Insider: How did the Runlate idea come about?

Philip Pirkovic: Throughout the year, we always look for cultural moments where we have a right to play. And April Fool's Day is one. And we're also always looking for ways not to take ourselves too seriously—I think that's a big problem with marketing. As we started to think of funny watches, the idea of always being late came bubbling up. Everyone we showed the mock-up to laughed, so we went with it. We knew we had something special within the first hour as our audience reacted to the joke. As it went viral, we decided it might be a bigger opportunity. So we decided to do a small run.

D2C Insider: Will you make more? Or is scarcity the point?

Pirkovic: We don't have any plans to. It's more kind of living in this moment. If you got it, you got it. It's a way to say to people, "Make sure you're following us. Make sure you're staying in tune with what we're doing."

D2C Insider: How does the idea fit into your marketing strategy?

Pirkovic: Brands don't create culture. People do. Brands can amplify culture, champion it and spotlight it. That's what we try to do, and we use our resources to help things happening in the world. The Runlate is a good example. We're not the first brand to do an April Fool's stunt, and we won't be the last. It's about riding the cultural waves and making sure you're doing it in a way that feels authentic to the brand.

The second part of our marketing strategy is always being adaptable. Lots of marketers get in their own way because they think they have to stay with the playbook. For us, rules are meant to be broken. A playbook is good, but you can't let it deter you from good ideas.

Finally, our marketing has to have this sense of enjoyment. If we don't enjoy the things we put out in the world, our consumers won't enjoy them either. Marketers tend to take themselves kind of a little too seriously. For us, if we can't have fun with it, there's no point in doing it.

D2C Insider: Explain how quickly you made the Runlate. On the one hand, you started as a digital brand, and people associate stunts like this with D2C levels of speed and agility. On the other, Shinola is very much a manufacturing brand. Detroit factories aren't famous for fast pivots.

Pirkovic: The Runwell is our staple and the first watch we made. We built the Runlate on the platform so that we could expedite it. Normally, it's an 18- to 24-month process. And yes, that manufacturing heritage is part of who we are.

D2C Insider: How so?

Pirkovic: We have been intentional about maintaining a brand that reflects the people who work here and the community we live in. Design, quality, and craftsmanship guide us as we create products, design our retail experience in stores and online, and build our marketing strategy.

I would underscore the importance of our commitment to building here in Detroit. Tt /hat is our heart and soul. And while there is a very set process in place to ensure the highest quality for our watches and straps that come out of this factory (and equally high standards for our partners around the world), nothing can replace the passion, creativity, commitment, and determination of those who work here, whether they be watchmakers, leather artisans, writers, or working in one of our stores.

D2C Insider: Tell us about Shinola's brick-and-mortar strategy.

Pirkovic: We have 22 retail locations. As much as we are an ecommerce company, we see retail as an incredible way to experience the brand, including watches, leather and accessories.

D2C Insider: What's special about the Foundry members, those in your loyalty program?

Pirkovic: We've got about 17,000 members. They've hit certain thresholds by spending or the number of purchases. They get first access to drops and find out about things before they happen. They get invited to events. Whenever they're in Michigan, we invite 'em to the office to show them around. They are our most loyal brand advocates, so we take care of them.