PacSun had lost relevance among its target demographic of 16-24 year olds. To reclaim relevance, PacSun launched an integrated marketing campaign focused on cool media partnerships and content. This included sponsoring TV shows, award shows, and fashion bloggers. The campaign increased awareness, cultural relevance, recommendation, and sales while delivering over 50 million more impressions than planned. The campaign achieved a 177% ROI.

1. CASE STUDY &
BUSINESS RESULTS
1

2. THE CHALLENGE
PacSun is a house of cool
brands but had lost
relevancy as a brand and
fashion destination itself

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. THE TARGET
Mallenials
16-24 year old mall shoppers
4

5. THE INSIGHT
We couldn’t tell them we were
cool
5

6. THE INSIGHT
We just had to be cool
6

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. THE PLAN
Even Higher
Impact
High Impact
Partnerships Partnerships
Participation & Content Surprises
MAY JUN JUL AUG
+

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. 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. 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. THE PLAN IN ACTION | COOL PLACEMENTS
Mobile
Ipad
Road-
blocks
Rich
media

13. THE PLAN IN ACTION | COOL TV/VIDEO PARTNERS
13

14. THE PLAN IN ACTION | COOL PRINT PARTNERS

15. THE RESULTS | AWARENESS
Overachieved on key goals for unaided, aided awareness and shopping consideration
Source: PacSun proprietary research

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. 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. 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. THE RESULTS | RECOMMENDATION
Nine fold increase in consumer recommendation during key advertising peaks
Media in market
Source: Crossmedia RedBox: Brand IndeX+

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