Advertising Case Study

Fabien Castan, Digital Marketing Manager, EASTPAK

EASTPAKCompany Background

Originally an American brand specializing in durable

backpacks, EASTPAK came to Europe in 1986. The

product range has also expanded from backpacks to

include luggage, apparel and other types of bags. The

brand is positioned as offering higher quality products.

EASTPAK’s products come with a 30-year guarantee,

which is a great point of pride for the company and

testament to its standard of quality.

Objective

The twofold objective of EASTPAK’s Facebook campaign

was to create a broader base of consumers and

highlight EASTPAK as a lifestyle brand. Additionally, as

EASTPAK prides itself on brand loyalty and customer

service, engaging with existing EASTPAK consumers was

also very important.

Approach

The company created a campaign to draw Facebook

users into the world of EASTPAK, highlighting the

“personality” of the brand’s products. “We produced

small movies showing our bags as characters. A bag

pops open with a character in the bag that represents

the personality of the bag – artist, peacemaker, warrior,

etc.,” explains Fabien Castan, Digital Marketing Manager

at EASTPAK. “Then through Ads we got people involved.

They were encouraged to identify ‘I think I look like this

bag’ and ‘I think my friend looks like this other one.’”

Facebook Executive SummaryClient:

Objective: Create a broader base of

consumers and highlight EASTPAK as

a lifestyle brand

Solution: Create a campaign that

highlights EASTPAK “personalities”

and target Facebook Ads promoting it

to friends of people who have clicked

to like EASTPAK as well as to a new

demographic in Europe

Key Lessons:

who have already clicked to like

the brand reach a receptive and

ready-made new audience

Facebook campaign fostered rings

true to the brand’s philosophy

and reinforces the brand’s values

in the eyes of its customers

“Facebook is the best platform to set up a more engaged relationship with consumers.”

Advertising Case Study

The campaign was run in three phases, each

revolving around an Ad that invited users to click

through to an interactive, video-based application.

The applications, which were run on the company’s

Page – the free public profile that allows companies

to share their businesses and products with

Facebook users on an ongoing basis – showed the

brand’s personality.

Three different Ads over the course of the campaign

targeted 18- to 28-year-olds in the countries that

make up EASTPAK’s direct market: Germany, Spain,

Italy, Belgium, the Netherlands, the UK, Austria,

Denmark and Sweden. Two sets of potential targets

for the brand included a broad one – people who

had not yet connected to the EASTPAK Page – and a

more narrow one, people who had friends who had

clicked to like EASTPAK.

The goal of the Ads was to encourage people to like

the EASTPAK Page – an online show of brand loyalty

that would be visible to each person’s Facebook

network. Facebook users who personalized the

application were also able to share the information

and the fact that they were using it – both by

posting the information on their Facebook Wall

and by describing which of their friends had

personalities like some of EASTPAK’s products.

This encouraged even more people beyond those

targeted by the Ads to participate in the campaign.

Results

to like its Pages by the end of the campaign. The

final number came to 300,000 people.

as a result of promotion from EASTPAK’s website,

YouTube, and Facebook.

The Future

EASTPAK looks forward to giving its customers a

louder voice – such as having someone who likes

the brand on Facebook suggest a new design

for the brand, which might even lead to a new

product – and also keeping a focus on EASTPAK as

a lifestyle choice. As Fabien says, “We don’t talk

about backpacks on Facebook. We make backpacks,

but we try to talk about urban lifestyle, because

that is where we come from, what’s in our DNA,

and what our bags are made for.” It will also be a

hub for customer service, as Fabien explains, where

Facebook users can come and post their issues. “We

invite people to ask their questions on Facebook

and we will set up tools to listen to and make sure

we answer all of them.”