CASE STUDY &BUSINESS RESULTS                   1
THE CHALLENGE          PacSun is a house of cool             brands but had lost          relevancy as a brand and        ...
THE OBJECTIVES          1      Reclaim PacSun’s relevancy for 16-24 mall shoppers (awareness, intent,                 reco...
THE TARGETMallenials16-24 year old mall shoppers                               4
THE INSIGHTWe couldn’t tell them we were                         cool                                5
THE INSIGHT         We just had to be cool                                  6
STRATEGIC APPROACH                    INSPIRATION                         CONSIDERATION                        ACTION     ...
THE PLAN                                                                    Even Higher                                   ...
THE PLAN IN ACTION | COOL GUY   On air sponsorship of “Prank of the   PacSun :60 spot in premier episode   Exclusive spons...
THE PLAN IN ACTION | COOL AWARDS SHOW                                           y                                  Celebri...
THE PLAN IN ACTION | COOL FASHION BLOGGER                                  Fashion                                   Direc...
THE PLAN IN ACTION | COOL PLACEMENTS                                       Mobile   Ipad                                  ...
THE PLAN IN ACTION | COOL TV/VIDEO PARTNERS                                              13
THE RESULTS | AWARENESS Overachieved on key goals for unaided, aided awareness and shopping consideration  Source: PacSun ...
THE RESULTS | INTEGRATION AWARENESS Ad awareness & sponsorship recall for PacSun integration in MTV VMAs are 66% and 102% ...
THE RESULTS | CULTURAL RELEVANCY 91% increase in social conversation about the brand + key celebrity conversation         ...
THE RESULTS | CULTURAL RELEVANCY Hit 1MM Facebook                    mark (20% ad influenced) “I had the time of my life s...
THE RESULTS | RECOMMENDATION Nine fold increase in consumer recommendation during key advertising peaks                   ...
THE RESULTS | SALES & MEDIA VALUE  $1.1MM in added value media, 51MM over-delivery of impressions                         ...
Saa pac sun_case study
Saa pac sun_case study
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Saa pac sun_case study

  1. 1. CASE STUDY &BUSINESS RESULTS 1
  2. 2. THE CHALLENGE PacSun is a house of cool brands but had lost relevancy as a brand and fashion destination itself
  3. 3. THE OBJECTIVES 1 Reclaim PacSun’s relevancy for 16-24 mall shoppers (awareness, intent, recommendation) On a disadvantaged budget (vs. competition), negotiate superior incremental 2 media value 3 Drive positive ROI on digital media 3
  4. 4. THE TARGETMallenials16-24 year old mall shoppers 4
  5. 5. THE INSIGHTWe couldn’t tell them we were cool 5
  6. 6. THE INSIGHT We just had to be cool 6
  7. 7. STRATEGIC APPROACH INSPIRATION CONSIDERATION ACTION Elevate the brand Engage in relevant touchpoints Motivate target to buy & talk Integrated partnerships | Focus on cool media moments Digital/Social/Mobile | Enable cool sharing and cool content TV/Video | Contextually cool relevant reach Print | Aspirationally cool continuity
  8. 8. THE PLAN Even Higher Impact High Impact Partnerships Partnerships Participation & Content Surprises MAY JUN JUL AUG +
  9. 9. THE PLAN IN ACTION | COOL GUY On air sponsorship of “Prank of the PacSun :60 spot in premier episode Exclusive sponsorship of online “Web Week” segment Redemption” segment
  10. 10. THE PLAN IN ACTION | COOL AWARDS SHOW y Celebrit stylist, Lindsey Rock the VMAS with PacSun! Winner is selected & custom on Winner is flown to LA, attends the Call for entries across MTV air vignettes are created by VMAs, & rocks the VMA red carpet in assets – custom on air spots, MTV in PacSun store. Vignettes PacSun! Winner is interviewed on the online microsite, digital & run as content on MTV/MTV2 red carpet and this airs during the social. throughout the summer VMAs + :60 brand spot.
  11. 11. THE PLAN IN ACTION | COOL FASHION BLOGGER Fashion Director advertisement J Erricho holiday in the sun pacsun helps you shine, even on the dreariest of days Let PacSun shed a little light on your winter wardrobe with California girl staples, like colorful oversized knits, plaid flannels, and bright skinny jeans. While the collection draws upon the sunny west coast, it also incorporates winter necessities like pea coats, cable knit convertible gloves, faux-fur flapped hats, and black knee-high boots. Channel your inner surfer chick with layer-ready transition pieces, like the collection’s sequined oxfords, lacy racerback tees, and glittered bandeaus. pacsun.com stylist’s assistant: kristine mendoza tktktktktktktktktkkttktktk ktktktktktktktktk ktktktktktktktktktktktktktktktktktktktkt ktktktktktktktktktktktktktktktktktktktktktktktktktk Dress Irresponsibly Social We partnered with Nylon to Winner is selected and flown to NY to Challenges consumers to show promote the program with custom help style a Nylon shoot. The shoot how they “dress irresponsibly” video content on Facebook + in runs in Nylon during the December based upon style challenges book, digital & social promotion issue. weekly on Facebook. that drove to the Facebook app.
  12. 12. THE PLAN IN ACTION | COOL PLACEMENTS Mobile Ipad Road- blocks Rich media
  13. 13. THE PLAN IN ACTION | COOL TV/VIDEO PARTNERS 13
  14. 14. THE PLAN IN ACTION | COOL PRINT PARTNERS
  15. 15. THE RESULTS | AWARENESS Overachieved on key goals for unaided, aided awareness and shopping consideration Source: PacSun proprietary research
  16. 16. THE RESULTS | INTEGRATION AWARENESS Ad awareness & sponsorship recall for PacSun integration in MTV VMAs are 66% and 102% respectively higher than historical competitors Source: MTV
  17. 17. THE RESULTS | CULTURAL RELEVANCY 91% increase in social conversation about the brand + key celebrity conversation PacSun Social Conversation Volume 2011 Twitter +90% volume during campaign Source: Crossmedia RedBox: Consumer Xpression
  18. 18. THE RESULTS | CULTURAL RELEVANCY Hit 1MM Facebook mark (20% ad influenced) “I had the time of my life shopping in PacSun for the perfect VMA outfit! After finding my outfit my brother and I got to go to the beach for the first time in our lives! It was amazing and I will never forget it. ” Source: PacSun, MTV & Crossmedia
  19. 19. THE RESULTS | RECOMMENDATION Nine fold increase in consumer recommendation during key advertising peaks Media in market Source: Crossmedia RedBox: Brand IndeX+
  20. 20. THE RESULTS | SALES & MEDIA VALUE $1.1MM in added value media, 51MM over-delivery of impressions TV Campaign Recognition 50 177% ROI based upon digital advertising 40 30 20 Campaign recognition double vs. forecasted 10 0 Source: Crossmedia, PacSun Proprietary Research Benchmark Actual

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