Kekst & Company, Inc. | Agency Profile, Contacts, AOR, Client Relationships
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Gen-Z Media Opps: PacSun increased paid social ad spend, shifts messaging to remain relevant amid global pandemic (Score 74)
Sunwear of California, more commonly known as PacSun, began using customer data to connect with young customers during the global pandemic. CMO Kristen D'Arcy reported the company has shifted from omni-channel to a primarily digital focus and then back to omni-channel again as the coronavirus continued. PacSun is focused on identifying where its customers are spending their time with fluid messaging based on current events, especially targeting college students.
In response to the pandemic, PacSun is temporarily keeping its stores closed, leaving online orders possible via its app and website and remaining in close contact with customers via Instagram and TikTok.
So far this year, Pathmatics approximates PacSun has generated 123.4m impressions, allocating $792.7k toward Instagram ads (51%), Facebook ads (34%), desktop display ads (7%), desktop video ads (5%) and mobile display ads (2%). This YTD spend marks a 54% increase from the $512.5k spent by this point last time; the company's full 2019 spend grew by 19% to $1m from $841.2k in 2018.
As you can see by PacSun's increased paid social ad spend, its target demographic primarily consists of Gen-Z, and as I briefly stated, this skews toward college students in particular. Kantar data reports the company also utilizes print media via magazines.
Agency & martech readers - We have not heard of any roster shifts since PacSun appointed CMO D'Arcy in Kekst & Co handles PR.