The North Face: Outdoor Training Campaign


As Chinese consumers exercise more frequently, North Face saw an opportunity to introduce the culture of training outdoors – an important part of their brand heritage. This was introduced to Chinese fitness enthusiasts through a series of strategic initiatives on popular social networks – WeChat, Weibo and e-commerce site Tmall.160608_Northface

In this report, we explain how North Face created interest in the culture of outdoor training – then used events, KOLs, and consumer-generated content to amplify this into a community of brand advocates. We also show how the American active-wear brand used digital to build their fashion and lifestyle image in China.

What you’ll learn:

  • How to create awareness of a new behavior on digital
  • How amplify campaign themes cumulatively to maximize investment
  • How to leverage KOLs strategically to seed new behavior
  • How to encourage and incentivize consumers to share brand experiences with their online community
  • How integrate traditional engagement events into a digital brand journey
  • How engage local urban professionals’ need for socializing and bonding
  • How create a powerful brand story through e-commerce platforms

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About Author

Jerry Clode

Jerry Clode is Head of Digital & Social Insight at Resonance. He leads Resonance SMART, providing leading-edge research, strategy and naming for brands in China using bespoke methodologies. Jerry also produces Resonance's popular China Social Branding Report, a bi-weekly publication covering modern marketing methods of the world's top brands.

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