1. Advertising Case Study
EASTPAK Facebook Executive Summary
Client:
Company Background
Originally an American brand specializing in durable
backpacks, EASTPAK came to Europe in 1986. The
product range has also expanded from backpacks to
include luggage, apparel and other types of bags. The
Objective: Create a broader base of
brand is positioned as offering higher quality products.
consumers and highlight EASTPAK as
EASTPAK’s products come with a 30-year guarantee,
a lifestyle brand
which is a great point of pride for the company and
testament to its standard of quality.
Solution: Create a campaign that
highlights EASTPAK “personalities”
Objective
and target Facebook Ads promoting it
The twofold objective of EASTPAK’s Facebook campaign to friends of people who have clicked
was to create a broader base of consumers and to like EASTPAK as well as to a new
highlight EASTPAK as a lifestyle brand. Additionally, as demographic in Europe
EASTPAK prides itself on brand loyalty and customer
service, engaging with existing EASTPAK consumers was Key Lessons:
also very important. • Ads targeted at friends of people
who have already clicked to like
Approach the brand reach a receptive and
ready-made new audience
The company created a campaign to draw Facebook
users into the world of EASTPAK, highlighting the • The sense of community the
“personality” of the brand’s products. “We produced Facebook campaign fostered rings
small movies showing our bags as characters. A bag true to the brand’s philosophy
pops open with a character in the bag that represents and reinforces the brand’s values
the personality of the bag – artist, peacemaker, warrior, in the eyes of its customers
etc.,” explains Fabien Castan, Digital Marketing Manager
at EASTPAK. “Then through Ads we got people involved.
They were encouraged to identify ‘I think I look like this
bag’ and ‘I think my friend looks like this other one.’”
“Facebook is the best platform to set up a more
engaged relationship with consumers.”
Fabien Castan, Digital Marketing Manager, EASTPAK

2. Advertising Case Study
The campaign was run in three phases, each The Future
revolving around an Ad that invited users to click
through to an interactive, video-based application. EASTPAK looks forward to giving its customers a
The applications, which were run on the company’s louder voice – such as having someone who likes
Page – the free public profile that allows companies the brand on Facebook suggest a new design
to share their businesses and products with for the brand, which might even lead to a new
Facebook users on an ongoing basis – showed the product – and also keeping a focus on EASTPAK as
brand’s personality. a lifestyle choice. As Fabien says, “We don’t talk
about backpacks on Facebook. We make backpacks,
Three different Ads over the course of the campaign but we try to talk about urban lifestyle, because
targeted 18- to 28-year-olds in the countries that that is where we come from, what’s in our DNA,
make up EASTPAK’s direct market: Germany, Spain, and what our bags are made for.” It will also be a
Italy, Belgium, the Netherlands, the UK, Austria, hub for customer service, as Fabien explains, where
Denmark and Sweden. Two sets of potential targets Facebook users can come and post their issues. “We
for the brand included a broad one – people who invite people to ask their questions on Facebook
had not yet connected to the EASTPAK Page – and a and we will set up tools to listen to and make sure
more narrow one, people who had friends who had we answer all of them.”
clicked to like EASTPAK.
The goal of the Ads was to encourage people to like
the EASTPAK Page – an online show of brand loyalty
that would be visible to each person’s Facebook
network. Facebook users who personalized the
application were also able to share the information
and the fact that they were using it – both by
posting the information on their Facebook Wall
and by describing which of their friends had
personalities like some of EASTPAK’s products.
This encouraged even more people beyond those
targeted by the Ads to participate in the campaign.
Results
• EASTPAK had aimed to have 120,000 people click
to like its Pages by the end of the campaign. The
final number came to 300,000 people.
• There were 2 million total views of the movies,
as a result of promotion from EASTPAK’s website,
YouTube, and Facebook.