Driving Results: Everlane's OOH Activation for Denim
Objective
For Denim, it’s largest product launch to date, Everlane wanted to go big and build on its previous OOH campaigns (100% Human and Day Heel). They wanted to raise awareness of this new line against their core audience of W18-34 & HHI $75k+, generate buzz for Denim pop-up shops in 5 markets and drive traffic to the stores and online. With limited time, a looming launch and an increasingly cluttered fashion season, the challenge of how Everlane could be heard amid the noise was daunting.
Activation
OOH was used as the base channel for the launch which also included email, video teasers and event marketing. PJX worked with the integrated team from the concept stage to develop optimal messaging for placements and the overall strategy to ‘own’ key formats in select hyper-local areas. This allowed us to align powerful brand statements, with areas that reached the greatest concentration of the core target. For example, Bus Tails charted only from select garages in New York and San Francisco, featured “Denim you can get behind” messaging. PJX used syndicated research along with its OOH expertise and data from the ADstruc platform to identify markets, optimal placements and build on insights developed from Everlane’s past OOH campaigns. On the East Coast, staggered flight dates were used at launch to secure optimal placements and align with local pop ups in New York and Washington D.C. West coast markets followed (Portland, SF and LA) and all OOH was amplified by owned social.
Results
Everlane was incredibly pleased with the campaign. The campaign was showcased on social and Denim sold out in record time. OOH as a channel continues to be a staple in Everlane’s media repertoire.