_________PacSun_________
Summer 2010
PacSun wants to be the first stop for teens when they come to the mall. Since beginning work with PacSun in May 2010, we've driven the brand towards a new position in the marketplace; one rooted in the SoCal spirit, lovers of everything action sports, and always ready to go big.For summer, PacSun asked us for a campaign to help them own the season. We broke the retail communications into three phases. Pac Up For Summer, What's Your Summer Story?, and the PacSun Beach Ballyhoo.
PAC UP FOR SUMMER
To land customers in store over Memorial Day weekend, we created the Pac Up For Summer doorbuster event. Lines formed at PacSun stores hours before opening and comps were up 6% over the previous year's numbers.
Film :15
PacSun.com
WHAT'S YOUR SUMMER STORY?
To engage our customer, we asked them to share their plans for the summer with us in exchange for prizes and deals on gear.
Film
Retail
Dressing Room Clings drive to facebook.com/pacsun
Facebook
To increase the number of "likes" on Facebook and increase consumer engagement, we asked users to post their Summer Stories on PacSun's Wall. PacSun called out posts they liked and awarded the contributor with product specific promo codes. Through this method, we encouraged content sharing which grew the PacSun fan base. Over the 30 day initiative, PacSun received over 500 Summer Story submissions and a saw 25% increase of their fan base.
Click image to view larger
PACSUN BEACH BALLYHOO
We invited customers oceanside to celebrate the summer with PacSun, their brand partners, plus a whole slew of bands and athletes. The two-day, free event reached max capacity both days and landed PacSun on the cover of US Weekly.
OOH
Live Stream via PacSun.com
Click image to view larger
PAC UP FOR SUMMER
To land customers in store over Memorial Day weekend, we created the Pac Up For Summer doorbuster event. Lines formed at PacSun stores hours before opening and comps were up 6% over the previous year's numbers.
Film :15
PacSun.com
WHAT'S YOUR SUMMER STORY?
To engage our customer, we asked them to share their plans for the summer with us in exchange for prizes and deals on gear.
Film
Retail
Dressing Room Clings drive to facebook.com/pacsun
To increase the number of "likes" on Facebook and increase consumer engagement, we asked users to post their Summer Stories on PacSun's Wall. PacSun called out posts they liked and awarded the contributor with product specific promo codes. Through this method, we encouraged content sharing which grew the PacSun fan base. Over the 30 day initiative, PacSun received over 500 Summer Story submissions and a saw 25% increase of their fan base.
Click image to view larger
PACSUN BEACH BALLYHOO
We invited customers oceanside to celebrate the summer with PacSun, their brand partners, plus a whole slew of bands and athletes. The two-day, free event reached max capacity both days and landed PacSun on the cover of US Weekly.
OOH
Live Stream via PacSun.com
Click image to view larger
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