FAShion customer story

Pimkie

How Pimkie utilized influencers to rebrand and reach a more mature audience. 

Building Brand Awareness in a Valuable New Demographic

Industry: Fashion
Location: Paris, France

The Goal

Since 1971, Pimkie had been a fan-favorite clothing brand among young girls, but they realized there was an immense opportunity to drive growth if they could expand their community into an older demographic. To support this rebrand and successfully change their brand perception, Pimkie needed to update their brand identity on social networks and become part of the conversation for their more mature target of fashion-forward shoppers. 

Our Solution

It’s not easy to distinguish yourself as a ready-to-wear brand in the fashion jungle that reigns on social networks. In order to reach their target audience with this new messaging, they partnered with Octoly to source and activate high-performing influencers with audiences matching the desired demographics. They selected 301 influencers to receive items from the new line and highlight their favorite piece of clothing or accessory.

 

In the first 6 months, Pimkie was able to actively engage over 8% of the 4 million new shoppers that the influencers reached, all through compelling Octoly campaigns with more sophisticated brand positioning. 

The results in 6 months

Influencers Activated

301

people reached

4.2M

Total Interactions

316K

EMV

$103K

We are delighted with our collaboration with Octoly for the quality of the content produced and the results achieved, in terms of interaction, engagement and Earned Media Value. Octoly is crucial to increase visibility on social networks and has helped us reach communities in line with our new positioning.

Emilie Cuenot
International Community Manager at PIMKIE

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