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.
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