PEPE JEANS

The denim-led fashion label created a series of video ads for Instagram Stories with its brand ambassador Dua Lipa, raising brand familiarity by 5 points among its young target demographic.

THE STORY
From London to the world

Founded in the British capital in 1973, Pepe Jeans creates some of the most exciting denim fashion on the market. The diversity and eclecticism of London continues to influence its denim, women’s, men’s and juniors’ collections.

5-point

lift in campaign awareness

5-point

lift in brand familiarity

5 million

people reached

471,000

video views

Instagram Stories are the perfect vehicle for us to reach new people out of our core target. We developed an ad hoc strategy using video and photo vertical creative to make the most out of the platform and cannot be happier with the achieved results.
ELISA ORTEGA, GLOBAL PAID MEDIA SENIOR MANAGER, PEPE JEANS
THE GOAL
Connecting with a younger audience

Pepe Jeans sought to increase campaign awareness and brand familiarity among a younger demographic: men and women aged 18–30.

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THE SOLUTION
New rules with Dua Lipa

Pepe Jeans partnered with marketing agency TRGT Digital to rejuvenate its brand using Instagram Stories. It took its existing videos and photos featuring brand ambassador Dua Lipa and adapted them to fit in a mobile environment. The ads used Instagram’s full-screen vertical format to immerse the audience in its content and improve results.

The campaign ran in France and Portugal, which the brand had identified as key markets for international expansion, and the ads were targeted to men and women between the ages of 18–30. Pepe Jeans used Facebook’s reach and frequency buying tool so that people would see it at a frequency of twice per week. The brand also set up a brand lift study in each market to measure specific KPIs.

The results were overwhelmingly positive, and Pepe Jeans raised brand awareness among the younger audience it was keen to attract. Running from March 1–April 14, 2019, the campaign achieved:

  • 5-point lift in campaign awareness

  • 5-point lift in brand familiarity

  • 5 million people reached

  • 471,000 video views