GUESS Partners with Brand Networks to Expand Cause Marketing Success
Global Lifestyle Brand Achieves 22 Million Ad Impressions and ½ Million Ad Engagements on Facebook in Only Two Weeks
BOSTON, MA – August 17, 2015 – GUESS, one of the world’s most influential lifestyle brands, has achieved exceptional Facebook advertising results through a campaign created in partnership with Brand Networks, the leading provider of relevance-driven social marketing and advertising software.
Leveraging the cutting-edge technology on the Brand Networks Platform, GUESS launched an ultra-relevant social advertising campaign, proving that Facebook advertising was an efficient and effective way to drive international growth for its annual cause marketing campaign called “Denim Day.”
In 1992, the Italian Supreme Court overturned the conviction of a rapist, stating that the victim must have helped the assailant remove her tight jeans and that therefore the sexual assault was consensual. The women in the Italian Parliament came to work the following day wearing jeans as a show of support for the victim, and Denim Day was born. In 2014, GUESS, a long-time symbol of a young, sexy lifestyle, adopted the movement, making Denim Day its first U.S.-based, storewide and online philanthropic marketing campaign.
This year, the company set out to expand its Denim Day campaign to Europe, and Guess Europe chose Brand Networks to deliver the message to Italians on Facebook.
“This is an exciting example of the powerful effect cause marketing can have in social channels,” said Brand Networks CEO Jamie Tedford. “Social advertising provides a game changing way to drive business forward by creating new opportunities to achieve true social relevance. GUESS and Brand Networks have proven that the best way to bring a message about social justice to the masses is to deliver it where the masses socialize.”
Today, word of mouth takes place on Facebook. For GUESS this was a critical place to bring the message of GUESS support for Denim Day to the Italian people, back where it all began.
GUESS and Brand Networks devised a three-phase ad campaign for Denim Day designed to drive audience relevance over a short two-week period. First, GUESS delivered far-reaching, precision-targeted Facebook ads to drive blanket awareness about the cause. Then, activists were converted with ads promoting the pledge to participate in Denim Day by wearing jeans on May 29, 2015. Finally, after the event ended, GUESS shared ads featuring celebrities and influencers showing their support on Denim Day, to generate momentum for the cause heading into Denim Day 2016.
Brand Networks deployed proprietary technology to make sure the message was delivered to a large but highly tailored audience, with campaign automation that ensured the campaign scaled rapidly but efficiently.
Thanks to Facebook and Brand Networks’ support, GUESS was able to reach the right people with the right message about a cause the company cares deeply about, and to make an impact in Italy. In fact, GUESS Europe was ultimately able to deliver over 22 million impressions to Italian Facebook users, driving over 500,000 unique ad engagements in support of the Denim Day message.
Read the Guess case study here: https://www.facebook.com/business/success/guess-europe
ABOUT BRAND NETWORKS
Founded in 2006, Brand Networks delivers relevance-driven social marketing and advertising to 650 enterprise customers, including half of the Fortune 100 and 17 of AdAge’s 25 Most Advertised Brands. The Brand Networks Platform is the world’s first social marketing software with a relevance engine at its core, designed to help marketers achieve the highest possible levels of effectiveness and efficiency across paid, earned and owned channels, at every stage of the social marketing process. Brand Networks is headquartered in Boston with offices in San Francisco, New York City, Rochester, Los Angeles, Chicago, London, Sydney and Mexico City. For more information, please visit bn.co.
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