Advertising Case Study
Fabien Castan, Digital Marketing Manager, EASTPAK
Originally an American brand specializing in durablebackpacks, EASTPAK came to Europe in 1986. Theproduct range has also expanded rom backpacks toinclude luggage, apparel and other types o bags. Thebrand is positioned as oering higher quality products.EASTPAK’s products come with a 30-year guarantee,which is a great point o pride or the company andtestament to its standard o quality.
The twoold objective o EASTPAK’s Facebook campaignwas to create a broader base o consumers andhighlight EASTPAK as a liestyle brand. Additionally, asEASTPAK prides itsel on brand loyalty and customerservice, engaging with existing EASTPAK consumers wasalso very important.
The company created a campaign to draw Facebookusers into the world o EASTPAK, highlighting the“personality” o the brand’s products. “We producedsmall movies showing our bags as characters. A bagpops open with a character in the bag that representsthe personality o the bag – artist, peacemaker, warrior,etc.,” explains Fabien Castan, Digital Marketing Managerat EASTPAK. “Then through Ads we got people involved.They were encouraged to identiy ‘I think I look like thisbag’ and ‘I think my riend looks like this other one.’”
Facebook Executive Summary
Create a broader base oconsumers and highlight EASTPAK asa liestyle brand
Create a campaign thathighlights EASTPAK “personalities”and target Facebook Ads promoting itto riends o people who have clickedto like EASTPAK as well as to a newdemographic in Europe
who have already clicked to likethe brand reach a receptive andready-made new audience
Facebook campaign ostered ringstrue to the brand’s philosophyand reinorces the brand’s valuesin the eyes o its customers
“Facebook is the best platform to set up a moreengaged relationship with consumers.”