Case Study: How Pepe Jeans grew international influence, engagement through Facebook
Pepe Jeans London is one of the world’s largest fashion brands. With over 300 stores on 5 continents, it is also one of the most global. And no one region dominates their global presence, rare even in the internationally-driven fashion world. Add to that the fact that the brand’s target audience is young and socially savvy, and it is clear that social media channels are one of the brands best opportunities to reach and engage their worldwide audience and help the brand succeed overall.
Until recently, however, the brand faced challenges in terms of their social media strategy, and the management of their Facebook presence worldwide. Early in 2013, Pepe Jeans already had a significant social presence, with over a million fans spread all over the globe.
As their Facebook presence continued to grow, the company realized that it could be doing more to reach and engage their social community. Publishing to a single, central Facebook page was generating decent engagement, but it left out a large swath of their users. Their hundreds of thousands of fans each in India, Mexico, France, and other countries were being partly neglected, as not all of them understood the English-language content. Even when it was understood, it was less likely to generate shares and comments from users who spoke less English.
They also hoped to shift the outlook of their marketing departments to make social content an integral part of their marketing strategy. As a fashion brand, Pepe Jeans already produced a trove of great content for their ads every season—campaign photos, videos, copy and more. They needed to make full use of that content on Facebook.
Additionally, issues cropped up around workflow: The great content that Pepe Jeans already had was not being used to the fullest. The for process for planning, sharing, approving and publishing content was becoming more and more time consuming as they grew on Facebook and other networks.
Pepe Jeans made some key changes to their Facebook strategy, starting with a shift to responsive brand Facebook pages, which automatically adapt to show country-specific content to users. These types of pages, which large companies have the ability to create, allows brands to run a central international Facebook page as well as multiple country-specific pages that publish content in different languages, adapted to different markets. The page detects users’ country and shows them the correct page automatically, while also allowing them to access the international page if they want to or if there is no country specific one. For Pepe Jeans, there are country-specific pages for users from over 20 different countries, in over 12 languages. Users from other countries see English-language posts on the international page.
The brand made big changes to their marketing structure, with the aim of localizing their social content. They added native speakers of certain languages in-house, and started collaborating with outside agencies in some of their target markets, who could both translate created content and create new material in the target languages.
These social teams also increased their focus on engaging directly with fans in all their markets, replying to comments, reaching out to bloggers, organizing fan photo contests and more.
Social content began to play a bigger role in their overall marketing strategy. Because their seasonal ad campaigns are planned well in advance, they had the ability to start conceiving Facebook posts on a global level months ahead of time, better integrating their Facebook content with their other marketing activities.
To be able to better execute these changes, Pepe Jeans migrated to Nuke Suite, our social marketing platform. The platform is now used by all their marketing teams, in-house as well as their collaborators, in over 20 countries to manage all their social marketing activities on Facebook and elsewhere.
Pepe Jeans was able to increase the efficiency of their social content publication by putting in place approval processes for publications, with the local teams at a country level creating posts, and sending them to team heads in Madrid or elsewhere for final approval before posting. They structured content production within their entire organization with a content calendar that allowed teams to view all posts scheduled for publication, along with the markets targeted, making them both more structured and more flexible.
And their increase in localized content, increased response rate to fan comments and improved posting frequency gave them a significant boost in terms of engagement and audience growth.
After implementing these changes, Pepe Jeans saw a 48 percent increase in engagement on an already active page, including a 70 percent increase in comments on posts. And they grew their Facebook fan community to nearly 2.5 million, a 34 percent increase over a period of just 6 months, increasing brand awareness, site traffic and sales, all without a significant Facebook paid media spend.
Julien Oudart is the CEO and a founder of Nuke Suite. Nuke Suite is a comprehensive social marketing platform that empowers brands on and beyond social, improving enterprise-level collaboration, increasing engagement and growing fan communities across all social channels, and boosting the overall impact and ROI of social marketing operations. Julien oversees all of Nuke Suite’s commercial activity and client relationships worldwide, and has over 15 years of experience in marketing and building digital companies.