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Gen-Z Media Opps Update: PacSun partners with Eddie Bauer on A&AP Worldwide sponsorship (Score 49)

Update: Shortly after launching a new campaign (more below), PacSun announced a new celebrity partnership with guest artistic director and rapper A&AP Worldwide. The company then teamed up with Eddie Bauer no a limited collection of gender-neutral clothing. A joint campaign rolled out that shows off the collection's fashion and technical functionality. If sellers hadn't reached out to secure ad dollars from the recently campaign described below, here's a great second chance to do so.

PacSun primarily targets Gen-Z via paid social; it also utilizes radio, OOH and local broadcast. Read more details regarding its spend in the article below.

Agency & martech readers - I don't believe PacSun's roster has shifted since it seeking a new CMO to replace Crossmedia (media buying and planning).

The article below was originally published on February 25:

In its latest effort to reach Gen-Z, PacSun launched a campaign that includes AR, VR and livestreaming. It also made a "metaverse experience," a video game available on the brand's app. The campaign features influencer Emma Chamberlain across social channels, PacSun.com and store windows; the video game is also being advertised via TikTok.

As I briefly alluded to, this is far from PacSun's first Gen-Z-oriented effort. Over the past several months, it has announced an NFT collection, made moves to accept cryptocurrency and put a catalog on Roblox. It'll keep promoting these initiatives, so sellers should get in touch soon to secure last-minute digital ad dollars.

Per Pathmatics, PacSun spent roughly $6.2m on digital ads in 2021, almost 3x the roughly $2.2m it spent in 2020. Last year, the retailer earned around 582.2m digital impressions via Instagram (64%), Facebook (18%), desktop video (14%) and desktop display (4%) ads.

So, the brand is prioritizing reaching Gen-Z at the moment, which means it may make future forays into additional digital channels such as OTT and/or podcast. Kantar data reports that PacSun also invests in radio, OOH and local broadcast. As I briefly mentioned, I suggest sellers able to offer relevant ad space, especially relevant digital ad space, get in touch soon to do so.

Agency & martech readers - We haven't heard of any roster shifts since Pacsun started seeking a new CMO to replace Crossmedia (media buying and planning).