Pepe Jeans London is a denim fashion brand that began as a small market stall on Portobello Road and became one of the fastest growing jeanswear labels in Europe, maintaining a global presence in more than 80 countries around the world.
Pepe Jeans London was looking to promote the launch of its new Powerflex Jeans, whilst also reaching a wider audience and increasing the number of on-brand user-generated assets.
To showcase the flexibility of its new jeans, the brand launched the ‘Get It On Challenge’ campaign, initially promoted with a video starring Georgia May Jagger in which the model is challenged to put on Powerflex jeans without using her hands. In collaboration with Olapic, the campaign encouraged consumers to do the same and share their videos using the hashtag #GetItOnChallenge. Upon submitting the videos of their completed challenges, consumers would receive a free pair of the jeans in return.
The brand promoted this campaign across multiple channels and initiatives: First, through a network of well-known Instagram and Youtube influencers, asking them to post their own videos accomplishing the difficult task; then through in-store promotions prompting more challenges to take place at many of the retailer’s global locations; and lastly through a variety of other communications including social media advertising, dynamic email marketing, PR placements, print displays, e-commerce pages and above the line advertising.
1.5Kglobal participants across 25 countries
33Mreach in 25 countries
" We had the difficult challenge of promoting our new Powerflex jeans with a campaign that involved getting people semi-naked in front of a camera. This is why it was important to promote our UGC video gallery across all channels to inspire others to take the challenge once they saw that so many others, including influencers they like and trust, were already doing it. The Olapic team was very supportive in the planning and development of this campaign, helping us aggregate the enormous volume of content shared socially and making it easy for us to showcase the video gallery on our challenge website. "
Head of Innovation and Social Media, Pepe Jeans