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The North Face: Go Wild
Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2013
This case study describes a campaign in China by The North Face, an outdoor sports apparel and equipment retail chain, which targeted urban dwellers aged 22-35 with a social program.
This case study describes a campaign in China by The North Face, an outdoor sports apparel and equipment retail chain, which targeted urban dwellers aged 22-35 with a social program. The campaign worked with the insight that this group of people felt 'lost' in their urban pursuit of wealth, and would like to spend more time with nature. The 'Go Wild' strategy emphasised an authentic return to nature, in contrast to the fashion-emphasising approach of competitors. A series of documentaries were created about four famous figures and their interactions with nature. A social media program encouraged participation and sharing, and national media was invited to a two day event that included outdoor activities. As a result, brand awareness grew by 30% in a quarter and sales grew by 45% year-on-year.
Minimus: New Balance - A New Beginning
Casey Grant and Dave McCaughan , Warc Prize for Asian Strategy, Entrant, 2013
This case study describes the launch of Minimus, a new running shoe brand by New Balance, in Japan. The campaign used the desire for a new start in Japan following a series of tragedies in the country, by positioning the product as a simple return to basics.
This case study describes the launch of Minimus, a new running shoe brand by New Balance, in Japan. The campaign used the desire for a new start in Japan following a series of tragedies in the country, by positioning the product as a simple return to basics. A video featuring a Papuan tribesman running through Tokyo in Minimus, representing a return to natural running, with the slogan 'Let's throw away, and become a new you' was leaked to running bloggers. A one-day event where people could get a new pair of the running shoes for free was also leaked. The campaign doubled engagement with the brand on Facebook and generated earned media worth $1.2 million from a $55,000 budget.
Levi's: Stretching the limits of Korea's apparel market
Andreas Krasser, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how Levi, the jeans brand, partnered with the Korean National Ballet to create a video which was published online and as a television ad.
This case study describes how Levi, the jeans brand, partnered with the Korean National Ballet to create a video which was published online and as a television ad. There were over 100,000 views of the video on YouTube in less than a week, generated by word of mouth alone. The video was subsequently featured on television and in other online media where it achieved 2.1 million views. The video consisted of an original ballet performance in Levi denim which differentiated Levi from competitors that frequently used celebrity endorsement. As a result of the campaign the featured jeans sold out.
Levi's: Flipboard social catalog
MMA Smarties, Silver, MMA Smarties, 2013
This case study describes a campaign by Levi's, the fashion brand, which targeted young people in the US with a mobile strategy.
This case study describes a campaign by Levi's, the fashion brand, which targeted young people in the US with a mobile strategy. The brand collaborated with Flipboard, an existing magazine mobile app with a large number of users, to create a Levi magazine which doubled as an in-app m-commerce site. This strategy formed a component of a broader successful campaign.
The A&F Forecast
MMA Smarties, Gold, MMA Smarties, 2013
This case study describes how Abercrombie & Fitch, the fashion retailer, incorporated a weather forecast into its mobile loyalty website in order to encourage daily use.
This case study describes how Abercrombie & Fitch, the fashion retailer, incorporated a weather forecast into its mobile loyalty website in order to encourage daily use. The website provides club members with information on the brand's clothing, and the ability to purchase easily. The weather forecast was intended to encourage daily use of the website, when members check the weather each morning before choosing what to wear. This led to 1 million new registrations in less than six months.
ONLY: The Liberation
European Association of Communications Agencies, Gold, Euro Effies, 2013
This case study explains how ONLY, the fashion brand, launched an online interactive film to promote the brand in Europe.
This case study explains how ONLY, the fashion brand, launched an online interactive film to promote the brand in Europe. The interactive film - The Liberation - functioned as a catalogue, game, music video, and an on demand video retail environment. The film increased the brand's social media presence, increased website traffic and reversed a stagnating sales trend.
M.J. Bale: Grazed On Greatness
Hristos Varouhas, Will Nichols and Paul Bradbury, The Communications Council, Silver, Australian Effie Awards, 2013
This case study describes how M.J. Bale, an Australian men's fashion label, used a cricket related campaign to increase sales.
This case study describes how M.J. Bale, an Australian men's fashion label, used a cricket related campaign to increase sales. Convincing fashion forward Australian males to chose M.J. Bale suits and shirts over the better known alternatives was going to take more than a compelling retail offer. The 'Grazed on Greatness' campaign highlighted M.J. Bale's passion for provenance. The wool its suits were made from was infused with Australia's greatest victories (its Merino sheep having grazed on the hallowed turf of the Sydney Cricket Ground). This campaign had just $17,000 in paid advertising yet its content generated $3.2 million in earned media. This in turn delivered an ROI of 12.3:1 and incremental sales valued at $1.88 million from a marketing spend of just $89,000. 'Grazed on Greatness' is now an innovations platform driving product development.
How adidas used digital media to bounce back from near catastrophe
Geoffrey Precourt, Event Reports, ANA Digital and Social Media, July 2013
This report discusses how adidas successfully leveraged digital media after injuries to two of its leading endorsers - Robert Griffin III and Derrick Rose - threatened major new product launches.
This report discusses how adidas successfully leveraged digital media after injuries to two of its leading endorsers - Robert Griffin III and Derrick Rose - threatened major new product launches. In both cases, the company used storytelling, especially through online video, to keep fans informed about the recovery of their sporting heroes, and thus sparked word of mouth across the web. By carefully constructing this narrative, anticipating real-time marketing opportunities and tapping into the passion points of its target audience, adidas was able to turn a potential marketing disaster into a new engagement opportunity.
The North Face: Finding True North
Cannes Creative Lions, Creative Effectiveness Lions, 2013
With this campaign, outdoor clothing brand The North Face addressed its underdog status in the fast-growing Chinese market.
With this campaign, outdoor clothing brand The North Face addressed its underdog status in the fast-growing Chinese market. It brought together three separate threads – the brand's authenticity, a new interest in the outdoors and the rise of social networks – to create a movement to inspire urban white collar workers to get out of the city and reconnect with the world around them. Finding True North, an adaptation of a local phrase related to people's sense of direction in life, was a journey from one end of the country to the other, with people encouraged, via print, outdoor and social media, to engage in outdoor activities at each stop along the way and collect achievement badges. The best performer was then trained for an expedition to the North Pole. The eight-month campaign resulted in a 46% growth in sales, which outpaced both the category increase of 29% and the market leader's growth of 32%.
La Sirena: Fashion Attack
Cannes Creative Lions, Creative Effectiveness Lions, 2013
La Sirena, a retailer in the Dominican Republic, aimed to reposition its clothing as more fashionable and desirable with this campaign.
La Sirena, a retailer in the Dominican Republic, aimed to reposition its clothing as more fashionable and desirable with this campaign. It needed to present the goods as trendy, and as a less expensive alternative to designer clothes. Activations at fashion industry events - such as the nation's Fashion Week - were the key part of the campaign strategy; activity was backed up by a mobile and Facebook app and earned media - whether by seeding viral videos online or via a guerilla poster campaign. The Fashion Week effort raised La Sirena's clothing sales by 12.45%, exceeding the target of 3%, while social media fans for the brand increased by 620%.
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