Since 1965, The North Face has been a companion in exploration and discovery. It has accompanied adventurers on treks by way of the world’s most treacherous terrain. The North Face has enabled its wearers to stretch the boundaries of their very own potential by way of each season and storm.
As a part of its autumn #MoreThanAJacket marketing campaign, The North Face inspired its social media group to journey again to a time when their outside gear was extra than simply apparel. The crew invited its group to share pictures of their jackets and tales about exploration, triumph, loss, and pleasure.
Earlier than kicking off the marketing campaign, the crew engaged its most loyal XPLR Cross Prospects, encouraging them to be among the many first to take part. Followers who shared content material had a possibility to be spotlighted in The North Face’s first-ever crowdsourced digital archive with the San Francisco Museum of Fashionable Artwork.
After launching the #MoreThanAJacket marketing campaign with a model anthem video, The North Face shared emotional tales from rock climber Conrad Anker and skier Ingrid Backstrom. These luminaries used the ability of their followings to generate extra buzz. Celeb expertise additionally sparked media protection and enticed on a regular basis explorers to leap in.
#MoreThanAJacket tales flooded social media and led to greater than 6,200 posts. These have been shared on The North Face’s Instagram account and thru retweets on Twitter. A Twitter Promoted Pattern drove extra dialog, producing greater than 72 million incremental impressions, resulting in an 18-fold spike in mentions. Its success led to its recognition within the Social Media Marketing campaign class of PR Day by day’s Social Media & Digital Awards.
The profitable crew at The North Face contains: Zeena Koda, Maren Hamilton, Enrique Berber, Kyle DeLong, Hiram Trejo, Mike Ferris, Cara Williamson, Angelo Colletti, Evert Lee, Rob Wassmer, Kaki Orr, Rachel Wooden, Adam Zax, Emily Connelly, Rachel Jorgensen, Andy DeVelvis, Clare Melcher, Mary Kraus, Lexi Smith, Bethany Evans, Jessica Hollister and Michaela Hardy.
Kudos additionally go to the United Leisure Group-Comms, Expertise crew.
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