|Title||THE BEST FITTING TRIAL|
|Brand||EARL JEAN TAIWAN|
|Product / Service||JEANS|
|Category||A04. Use of Merchandising/in-Store Experience|
|Entrant||RULES CREATIVE Taipei, CHINESE TAIPEI|
|Entrant Company||RULES CREATIVE Taipei, CHINESE TAIPEI|
|Advertising Agency||RULES CREATIVE Taipei, CHINESE TAIPEI|
|Jarvis Hsieh||Rules Creative||Creative Director|
|Liv Shen||Rules Creative||Creative Planner|
|Jack Dai||Rules Creative||General Manager|
|Chase Lin||Rules Creative||Senior Account Manager|
|Angel Chin||Rules Creative||Special Assistant|
|Wei-chih Lin||Rules Creative||Production Designer|
|Tengo Hsieh||Rules Creative||Producer|
|Jeremy Tsai||Dream Catcher Films||Editor|
Almost every denim brands use the huge-scale and multiple media platforms to attract attention, talking about the same thing: Product features. Considering the limit of the budget (Media budget less than $3000 us dollars), we decided to hold experiential event in the store: 1. Experiential Marketing We transformed a fitting room floor into a treadmill, testing shoppers’ balance while essentially forcing them to do some mini work out. The reason why we choose “Fitting Room” is because time people spent there is almost a third of in-store time. It’s the right moment to let our potential customers get true experience, which is more likely to increase their intention to participate and share. 2. A Viral Video We put all the process into a video, and released it on Earl Jean fan page. It’s not only increase peoples’ engagement but also aligning the brand a sense of fun and energy.
［Challenge］ - How to introduce the product when jeans are the last thing people would wear for sports? - How to make the distinction when every denim brands emphasize the same product features? ［Strategy］ 1.In-Store Experience Build unique way of storytelling which can match brand personality, especially choosing real customer to build the connection between them and the brand.True Experience also helps to generate immediate sales transactions. 2. Online to Offline Make funny and interesting content online to enhance awareness. Through social media to spread and letting more consumers engage and motiving their desire of consumption.
Different hilarious reactions of customers in video draw the distance between brand and public, letting the products' moisture-wicking fabric and sport friendly features became more reliable. Except getting our brand noticed via social media with over 1 million views, fans number of Earl Jean Taiwan’s Facebook fan page increased 33%. Fans like to tag their friend as comment to share the video with them and also to invite them to store to try jeans together. Numbers of "tag" made up nearly 50 percent of comment and got more people engaging. The most important, total sale has increased 40 % compare to last year. The campaign helped to make a deeper impression that Earl Jean is the best choice of sport-friendly jeans.
［Execution］ The campaign run according to the original plan in the process of two steps. Step 1 : In-Store Experience We choose one retail store around the shopping circle in Taipei and held the event for a day. But to keep authentic and genuine of hidden camera video, we choose not to give publicity to this secret event. Step 2 : Viral Video We released the video on official fan page and running for two weeks with the advent of upcoming sales season and launch of new collection. In these two weeks, we also had promotion activities in every retail store: customers could get lower price by trying on jeans, which generated a direct response by means of call to action that produces measurable results.