PEP’s #PepFinds and #PepHomeFinds have reached over 125 million customer views in FY25 across social media platforms. What began as a strategic initiative to boost product visibility and performance has evolved into a powerful, community-led engagement tool, helping customers discover value, stretch their budgets and access quality lifestyle products at affordable prices.

The two hashtags were first introduced by PEP in 2022 and seeded across its digital platforms. PEP added #PepFinds and #PepHomeFinds to every social media bio, encouraged customers to tag their posts for a chance to be featured and created GIFs to support usage across Instagram, TikTok and Facebook. A dedicated #PepFinds highlights section was created to spotlight daily customer content, and a small amount of paid media was used to give the campaign early traction.

Today, customers actively use hashtags to track down products, share tips and inspire others, shifting the momentum into a genuine peer-to-peer community. These hashtags are now integral to how customers shop, connect and engage with the brand.

Demonstrating commercial value at scale
The success of #PepFinds reflects a broader business story. In its latest year-end results for FY25, PEP reported 9.3% like-for-like sales growth along with market share gains across the babieswear, kidswear, schoolwear, homeware and adultwear categories. This growth highlights PEP’s ability to deliver consistent customer value, even in a constrained economic environment, and reinforces its leadership in essential, affordable retail.

A clear proposition: price, access and relevance
#PepFinds is built on three pillars: competitive pricing, product accessibility and relevant, platform-specific content. Customers regularly highlight the exceptional value they can unlock, often noting that PEP offers the same look and feel as other retailers, but at far more accessible price points.

PEP has become the go-to destination for many South Africans for homeware, fashion and seasonal products. In the PEP HOME category, the brand attracts customers who are motivated by design, style and convenience, without compromising on affordability.

Social media strategy informed by consumer behaviour
PEP’s content strategy is tailored to platform behaviour. Lifestyle visuals on Instagram, real-time product discovery on Facebook and video-driven trends on TikTok help the brand stay relevant across multiple channels. This shift from generic product shots to lifestyle-driven content has increased engagement and strengthened the brand’s digital presence.

This presence hasn’t been built through traditional advertising; instead, it has been led by the community. Customers now actively use #PepFinds to share their purchases, help others locate items and show how PEP products fit into their homes and lives. The result is a movement that PEP started, but the customer now drives.

Linking digital and in-store experience
PEP has strengthened the #PepFinds journey from end to end. The ‘Find stock’ feature allows customers to check store-level availability in real time, while PEP HOME e-commerce is now live, enabling shoppers to buy online with home delivery or in-store collection. In-store signage and #PepFinds prompts connect physical browsing to social discovery, allowing customers to move seamlessly from a post to a product page to checkout, thereby closing the loop between interest and action.

Customer spotlight: Zanokuhle Princess Sibandi @zanokhule_dlamini
For Zanokuhle Princess Sibandi, sharing her #PepFinds on TikTok started with a simple motivation to help other parents stretch their budgets without compromising on quality.

“As a single mother, I’m always on the lookout for affordable and high-quality products for my family. I decided to share my PEP finds on TikTok to spread the word about the great value PEP offers. In today’s economic climate, it’s essential to showcase places where people can find beautiful products at affordable prices.”

One standout moment for her was discovering Cuddlesome Xtra nappies.

“They were a game-changer for me, particularly for my son. Their affordability and reliability made a significant difference, allowing me to be a more stress-free mom.”

Zanokuhle loves PEP’s well-organised store layouts, which make it easy to shop for her daughter’s favourite pink, flowery and bunny-themed items.

“I also appreciate how products are categorised by colour, it makes shopping a delight, especially for kids’ sections with vibrant colours.”

Her passion extends to PEP HOME, where she recently renovated her children’s bedroom using affordable yet stylish pieces.

“The aesthetics and beauty that PEP HOME brings to our home is stunning. The staff are helpful, the stores are well-organised and the range of colours is incredible. Whether I’m combining colours or finding the perfect décor piece, I know I can find it here.”

Zanokuhle’s future #PepFinds list is already growing – from cushions and rugs to travel mugs and seasonal décor – proof that the brand has become part of her everyday life.

“So far, I’m loving the cushions, decor, flowers and travel mugs – they’re perfect for adding style and functionality to my space.”

Customer stories reflect everyday impact
Behind the social numbers are real, relatable stories: young professionals styling their first apartments, parents preparing kids for school on a budget and families decorating their homes affordably. PEP’s community managers regularly engage with this content and source stories that reflect the brand’s role in supporting everyday moments with dignity and value.