Patagonia executed a campaign with multiple touch-points to empower consumers to rally around a common cause while amplifying conversations around their core purpose "Planet first. Company second." The brand facilitated consumer Twitter conversations around the hashtag #becauseilove within in-store digital displays, on Patagonia.com, across partners' sites, and during Wilco concerts. On the Patagonia site, real-time Twitter streams, photo walls, and Tweet mad-libs created easy opportunities for consumers to join the conversation and amplify earned media. During Wilco's concert tour, Patagonia inspired fans to Tweet why they love the environment onto screens flanking the stage for thousands to see. Using the hashtag #becauseilove, consumers shared their favorite outdoor places and environmental causes through Twitter. Through curation and re-display, content was syndicated in real-time through social visualizations on mobile, web, live-venues, and in-store digital surfaces. By utilizing real-time conversations on Twitter, the brand tapped into environmental issues that are top of mind to consumers. Patagonia was able to create dynamic, real-time, and personal connections between their brand and consumers. The ability to bring Twitter content to life in the form of photo-walls, mad-libs, and streams served to create a complete experience that told a story and provided a platform for consumers to engage. Additionally, Patagonia's partnerships with Head-count and the League of Conservation voters got more voters registered in time for the election. The campaign saw an extremely high engagement rate with over 8,000 Tweets and over 3,000 Tweets with photos shared through the specific hashtag. The campaign increased Patagonia's reach, driving nearly 10 million impressions with authentic, earned media. Patagonia succeeded in using Twitter to drive brand awareness and also registered 110,000 new voters where were passionate about the core issue aligned with their brand- the environment.
http://www.youtube.com/watch?v=uBdfQ413TPs
