Always-on and built to resist: Eastpak’s sustainable marketing strategy funnels customers to purchase

Eastpak creates backpacks, luggage, and accessories for functional and stylish use. Behind Eastpak’s “built to resist” ethos is a commitment to durable, high-quality products and their mission to fight for positive change across diversity, inclusion, and sustainability.

Today, Eastpak is focused on increasing visibility across the entire customer journey— from initial awareness to final purchase decision. In particular, the company has been investing in new user acquisition strategies to increase brand awareness and exposure, which positively impacts the company’s long-term growth.

Throughout Eastpak’s digital marketing activities, they seek to maximize efficiency, while generating a positive return on ad spend and net profit.

Activating a robust always-on strategy

To boost awareness among more customers, Eastpak partnered with Criteo to launch an always-on strategy, coupled with seasonal tactics during key periods, to create a powerful funnel that seamlessly guided potential customers towards making a purchase:

• A targeted traffic campaign to attract high-quality prospects to the Eastpak website with online video and branded dynamic ads.
• A remarketing campaign focused on bringing back users who had already visited Eastpak’s website but didn’t complete a purchase, using branded dynamic ads.
• A back-to-school campaign that targeted last year’s seasonal shoppers who were active backpack, luggage, and accessory browsers with dynamic ads delivered at just the right time to drive engagement and conversion.

Nicola Seletti, Senior Manager Digital Performance at Eastpak Italy shared, “Our synergy with Criteo’s Account Managers team is excellent; their expertise and unwavering support was the key to fuel our revenue growth and Consumer Journey efficiency, turning past challenges into new opportunities.”

Expanding beyond social-only advertising

Compared to Eastpak’s social channels, the activations with Criteo resulted in a 2.5x higher direct revenue, a 4x higher conversion rate, and a 23% lower cost per session.

Eastpak also saw stronger engagement with Criteo’s campaigns: The average engagement duration was 1 minute and 32 seconds longer than on social.

Nicola Seletti shared, “We are excited to expand our collaboration with Criteo to more brands within VF Corporation, including Kipling, and explore co-marketing opportunities for our upcoming Brands’ Collaborations. With Criteo’s expertise, we aim to retain our existing customers using our first-party audience data and continue to grow our business.”