The North Face: Go Wild

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 North Face: Go Wild

Ogilvy

Entry Information

Country where program ran: ChinaProgram start date: 03/15/12Program end date: 05/31/12Advertiser/Client Name: The North FaceProduct/Service Description: Professional outdoor sports apparel and gearCategory: Consumer Products (CP)

Strategy

Business problem

GLOBAL LEADER FIGHTING AS THE LOCAL UNDERDOG

Around the world, The North Face is the leading brand of outdoor adventurism. It is widely accepted as the main pioneer of the outdoor category and it generally enjoys the number one position in every market it competes in. (Source: VF Asia) Except China. Unlike the...

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