BRIEF:
Create a promotional campaign, considering PR practices in fashion and digital marketing strategies, for a brand in the sports and lifestyle sector.
CONCEPT:
I chose The North Face as my sports and lifestyle brand. The North Face is very successful in its own segment of mountain sports and outdoor gear, and have been working to expand into the casual sportswear and streetwear market. The campaign I proposed aims to raise awareness for its new FUTURELIGHT line to this new audience.
STRATEGY:
Create a wide array of content that is delivered through tailored communication strategies specific to each consumers interests, demographic and media consumption preferences.
TACTICS:
TNF will employ influencers with follower bases that overlap with TNF’s target customer segments to promote the FUTURELIGHT™ collection as well as a worldwide water fight event TNF is hosting in summer 2020. Content will then be redistributed through media press, social media, partnering influencers, in-store displays, and email marketing.
