A"Quick"Look"at" Content"Marketing"at" The"North"Face By"Lily"Zimmerman
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The"North"Face"generates"a"lot"of"highly"visual,"action@packed" content"for"a"wide"range"of"social@media"and"entertainment" platforms.
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Content"Marketing"Examples:"YouTube"Video" &"Direct@Email"Marketing
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Email"Marketing"(includes"limited"silent"video) Ventrix"Video (Youtube)
The"Ventrix video"above,"features"a"collaboration"with"singer@ songwriter"Maggie"Rogers." This"can"be"interpreted"as"an"attempt"to"expand"The"North"Face’s" reach"past"solely"the"“athletic/outdoorsy@oriented"community"to" expand"to"target"the"more"“creative"or"artistically@focused"”" audience.
This"direct@email"marketing"content"could"benefit"from" a) Sharper,"more"unique"visual"content""(or,"an"interactive" widget/module) b) More"room"for"interaction"beyond"just"“shopping”."Where"can" I"connect"with"other"athletes?"Where"can"I"find"more"info" about"the"athletes"in"this"video?"What’s"the"inspiration"behind" the"new"winter"gear?"What"is"The"North"Face"as"an" 3 organization"focused"on"right"now?
Much"of"the"content"TNF"produces"seems"to"be"aimed"at" showcasing"TNF"product/technology,"TNF"athletes"and" their"achievements,"or"driving"shopping.
(Email)
The"new"“Walls"are"Meant"for"Climbing”"campaign"is"a" refreshing"divergence"from"this"model."This"campaign" seeks"to"both"solidify"existing"climbers’"connection"with" and"respect"for"TNF’s"greater"social"impact"efforts."This" campaign"directly"drives"revenue"to"support"The"Trust"for" Public"Land"and"the"intense"PR"push"may"widen"TNF’s" potential"committed"customer/audience"base.
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Critique"/"Things"to"Consider:
While"TNF"does"a"great"job"of"targeting"groups"based"on" recreational"behavioral"preferences"@i.e."climbers"vs."skiers"vs." athletic"urbanites@ much"more"could"be"done"to"target"groups" based"on"deeper"social"identities/attitudes.
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“Brands"are"increasingly"putting"the"effort"to"reach"more"diverse"groups"of" consumers"at"the"heart"of"their"marketing"strategies."Verizon,"HP"and"General"Mills" have"all"pressed"the"advertising"agencies"they"work"with"to"hire"more"female"and" minority"employees,"citing"an"interest"in"connecting"with"consumers"in"a"richer,"more" meaningful"way ”. “On"the"other"hand,"with"so"many"consumers"paying"close"attention,"brands"that"are" able"to"successfully"weigh"in"on"the"polarizing"issues"of"the"day"have"a"nearly" unparalleled"opportunity"to"grab"the"public"spotlight."The"power"of"social"media" virality means"effective"responses"may"not"require"a"huge"media"budget."There"is" also"an"opportunity"to"engage"consumers"on"a"more"meaningful"level,"pursuing"the" “authentic”"connection"that"many"seek”." @Mary"Cass"(the"Innovation"Group"@J."Walter"Thompson" Intelligence) 1
https://www.jwtintelligence.com/trend@reports/the@political@consumer/
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Key$Points Areas"of"success"for"TNF: @ Frequency"and"quality"of"video"content"pushed"across"social"media @ Strong"ability"to"qualify/categorize""and"cater"to"customer"needs"based"on"lifestyle/recreational" preferences @ The"tone"of"content"is"consistent"across"channels"which"helps"to"maintain"brand"integrity"(See"slide"4) Areas"needing"development"for"TNF: @ Currently"missing"the"opportunity"to"connect"with"customer@base"over"deeper,"personal"issues"@@>"For"a" lifestyle"brand,"this"could"be"an"important"area"to"capitalize"on"and"mobilize"a"more"passionate"customer@ base @ Content"could"include"more"interactive"features"(i.e."fun"polls"or"quizzes)"which"would"have"two"main" benefits: 1)"Increase"customer"engagement"with"TNF"community"and"brand"content 2)"Increase"potential"data"feed"to"customer"funnel 7
Thank$You!
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