Recently re-launched fashion brand Baby-G has exploded back into the fashion arena.
Casio’s female-centric sub-brand, whose target audience consists of digital- and fashion-savvy young women, was a fashion icon of the ‘90s.
Casio has now given the former maestro the kiss of life it deserves, taking to social media to heavily promote its new collections.
It has been particularly proactive on Instagram, hitting over 10,000 followers with over 900 uses of the campaign hashtag: #PRETTYTOUGHGIRLS. The brand estimates that the campaign and accompanying press coverage is estimated to have had a reach of over 110 million throughout 2015.