Making Science

Pacsun launches Holiday 2021 campaign across TikTok, Snapchat, AR, digital gaming and NFTs

David Murphy

Teen apparel brand is launching its Holiday 2021 campaign across TikTok, Snapchat, AR, digital gaming and NFTs. Beginning this week, Pacsun will launch a dedicated Instagram filter, Holiday Snapchat Lens and TikTok Challenge to promote digital experiences for its customers this Holiday season. Using digital first experiences after the successful launch of BitPay on the brand’s site, these initiatives will be a big part of early Holiday activation for the brand.

The store-front Snapchat Lens will showcase the retailer’s seasonal promotions, including Black Friday and Cyber Monday. It will also create innovative shoppable moments for consumers, focusing on denim, graphics and fleece, helping them find holiday styles for themselves and gift ideas.

Pacsun will also continue to push Crypto exclusives to engage Gen Z, with special promotions offered to cryptocurrency users. Ads on Snapchat, unique user displays online and paid search efforts will be used to position the brand as a first in market brand to amplify in this way through cryptocurrency. 

Pacsun has lapped it’s competitive set in terms of TikTok growth in 2021, and anticipates acceleration to continue in the fourth quarter as it trends towards 2m followers and 700m views under the #Pacsun hashtags. The brand’s TikTok challenge will officially kick off on 16 November, and will live alongside several holiday content series on the platform, as well as social media takeovers and interviews, and a ‘25 Days of Giving’ social promotion starting 1 December that gives users a chance to win prizes for themselves and a friend through tags. Early Black Friday messaging will also be a lead way into the Holiday season, giving consumers the chance to show up sooner to the Pacsun retail Holiday experience in an intentional way through promos and deals that will consistently be messaged across multiple brand channels. 

Combining the digital and in-store experience, Pacsun will host weekly livestream events to showcase curated collections of gifts at its retail locations nationwide, including the DTLA and Soho flagship stores in a new buildout space for its launches entitled ‘Gallery Space’. This dedicated installation will be the backdrop for surprise brand partners and guest influencer hosts for exclusive drops.

With real-life experiences still critical to its consumer experience, Pacsun will also partner with Twitch as the main sponsor for Rolling Loud California over a three-day program in December that will include exclusive merchandise available to consumers. The anticipated merch drop will align with the continued innovation that Pacsun and Twitch will work on together to create an interactive festival livestream. 

“During the season of giving, we are bringing people together through uniting the best of the physical and digital worlds by presenting our consumers with fun and creative ways to engage with us and each other in real-time,” said Alfred Chang, Co-CEO of Pacsun. “As a result, they get a first look at our new holiday collections and can shop what they see both in-person and online, all while joining in on conversations digitally and IRL.”