Knowing the importance of thinking short and long term through design and buy in the physical world, Pacsun considers the same investment for the digital world. Pacsun continues to be at the forefront of the fashion industry to embrace new technology as a way to continue to grow the brand's connection to its youth community and their culture.

Pacsun directed this Virtually Reality Experience that stars Emma Chamberlain

as her own personal avatar, the first-time Chamberlain has appeared as her digital self in a digital world. The experience takes consumers through the Spring campaign in a vibrant and visual manner, highlighting new styles from the campaign.

The theme of the video is to look towards the future and centers around the dream of escapism. Featured in the video and released under the campaign is an assortment of all new styles across denim, shorts, swim and more, including some of Chamberlain's personal favorites like knits, pattern styles.

Emma Chamberlain's reach is 15 million on IG, 11.4 million on youtube and over 10 million on Tik Tok, with an audience that is 87% female, 13% male, 58% Aged 18-24.

Targeting Gen Z, PacSun casted Chamberlain, who the generation trusts and loves. In addition to Chamberlain, a diverse group of Pacsun friends, models and content creators were casted - Tyler Blue Golden, Edie Rose, Babette, Matheiu Simonaeu, William Franklin Miller, Tade, and Jacob. In addition, a Spring fashion story was at the forefront of the campaign with a relevant product offering for the consumer. This, with the intertwining of Virtual Reality created a 360 campaign directed at Gen Z. The Campaign considered social strategy across Instagram, Tik Tok and Youtube. PacSun created specific content within the campaign to cater to unique audiences.

Emma Spring Video: 24 million

Store Front: 11 million

Placement: YouTube, Tik Tok, Snapchat, Pacsun.com, IG, reels

Campaign was shot / filmed in Bora Bora, Tahiti

Campaign launched in February 2022 and will be running through June 2022

Campaign was placed organically and in ads in stores, across digital channels - website, app, Youtube, Instagram, Tik Tok, Twitter, SnapChat, Pinterest and on streaming devices - Hulu, Spotify.

Emma Spring Video: 24m

Store Front: 11m

For IG it received a .19% engagement rate. It also had a 31.50% effectiveness rate.

A more accurate presentation of spring campaign content is closer to .35%, however. Which is relatively high against competitors.

Sales exceeded business goals and objectives significantly and provided significant halo effect for the brand.