North Face: Marketing Analysis
The North Face did a women's campaign entitled "She Moves Mountains" to reach female consumers, partnered with YouTube influencers to reach the Gen Z market, and launched the "FutureLight" campaign to reach the weekend warriors. The company has collaborated with other brands such as Supreme. The screenshots of North Face's marketing example of each group are provided in this Google doc.
Global women's campaign: "She Moves Mountains"
- One of the marketing campaigns employed by North Face that targets a female audience is their global women's campaign entitled "She Moves Mountains."
- The campaign was launched in 2018 with the desire to celebrate "some of the most adventurous women from all corners of the globe." It also seeks to kick start "the brand’s longer-term commitment to be more inclusive of women."
- This marketing campaign used digital as well as social media channels. They particularly used the phrase "(Name of the woman) Moves Mountains. See her story at thenorthface.com/shemovesmountains." This link shows a screenshot of that ad.
Partnership with YouTube influencers and Girl Scouts of America
- To reach the Gen Z market, in 2019 the North Face has partnered with several YouTube influencers as well as with the Girl Scouts of America.
- North Face invited young influencers such as visual artist Monica Hernandez, YouTuber Nathan Zed, Gwich'in youth leader Julia Fisher-Salmon, and climate activist Maia Wikler "to the Arctic National Wildlife Refuge as part of an expedition led by The North Face." This serves as "an integral marketing push to get North Face-clad influencers to share social content about the journey with their legions of followers."
- Another part of the company's effort to appeal to young consumers is to partner with the Girl Scouts of America. Last July 2019, they announced the "Moving Mountains" program to "educate and inspire young women and enable the next generation of women to push boundaries."
- This messaging also used digital as well as social media channels. The phrase they particularly used is "We'd like to take you to an Arctic expedition." North Face used that phrase in their invitation to the influencers and the YouTube influencer shared that in his YouTube video. This link shows a screenshot of that video.
- This is in line with the company's desire to get Gen Z to go outside "to enable and inspire them to look up from their phone and go explore."
- North Face partnered with Supreme for several of their limited-edition collections, including their Spring 2019 collection. Supreme is an American skateboarding and clothing brand.
Latest campaign: "FutureLight" for the weekend warriors
- NorthFace's latest campaign, the FutureLight campaign, targets consumers who seek outdoor/athletic adventure on weekends, holidays or any other day. This campaign targets the weekend warriors, as well as the weekday warriors.
- FutureLight is North Face's product branding campaign highlighting the brand's use of nano-spinning technology, making the product waterproof. The campaign "invites consumers to create their own epic stories of exploration and adventure."
- This marketing campaign also used digital as well as social media channels. This is one of their YouTube ads. In their messaging, they particularly used the phrase "Defy the past; wear the future" as well as "Never Stop Exploring."
- Also, they used these lines, “What if you could wear a jacket that feels alive? What if your gear could breathe as hard as you do? What if you could wear the future? What if … there was no if?” This link shows a screenshot of a FutureLight ad.