For over 55 years, our jackets have been tested and proven; trusted and progressive. They have broken trail on the world's most treacherous terrain and made a name for themselves in the most vibrant cities. They have allowed people to push the limits of their own potential and rewrite the possibilities of exploration. Through every season, and every storm, they're there. Because when you need more, it's more than a jacket.
As part of our larger fall campaign, we asked our social media community to take us back to a moment when their gear was more than just gear. When it was their partner, shelter, comfort or companion. The goal was to drive brand loyalty and conversation, generating #MoreThanAJacket stories from our community.
Fans who submitted content to the #MoreThanAJacket hashtag have the opportunity to be featured in our first-ever crowdsourced digital archive with SFMOMA launching later this year.
“With this archive, alongside SFMOMA, we are memorializing the people, products, and stories that continue to inspire our community and move the world forward.” — Mike Ferris, VP of Global Brand, The North Face.
Prior to kicking off the campaign we engaged our most loyal customers, our XPLR Pass members. We asked them to share their #MoreThanAJacket user-generated content early for an opportunity to be featured in the campaign. And they delivered.
We launched the campaign with a brand anthem video that introduced the idea. Then we shared emotional stories from The North Face athletes like Conrad Anker and Ingrid Backstrom to spread the word. Celebrity talent RZA and HAIM generated media coverage and enticed everyday explorers to get involved.
#MoreThanAJacket content flooded social media with over 6.2K posts. Our community shared stories of exploration, of triumph, of loss and of joy. We heroed these posts by sharing them on The North Face’s Instagram and through Retweets on Twitter.
We saw an incredible response across key social channels (Instagram, Twitter, Facebook, YouTube and TikTok), generating over 14M organic impressions and 3.9M social interactions. Sentiment was 97% positive, driving brand loyalty and heat.
A Twitter Promoted Trend drove additional conversation, generating over 72M incremental impressions and an 18x spike in mentions.