Exploration Of Outdoor Brand The&Nbsp; North&Nbsp; Face's "North"

9 cities, crossing China to the north pole, the famous professional outdoor brand TheNorthFace launched a new round of large-scale integrated marketing activities in the Chinese market this year, "all the way to the north".

This is the second time that TheNorthFace and Ogilvy of Shanghai have followed the banner of winning the flag in 2009.

Talking about the creative origin of "all the way to the north", Shanghai Ogilvy TheNorthFace project team told successful marketing: "in China, we usually say," can you find north? "

If you find your own North, it proves that you can find your way through discovery.

This insight helps us develop creativity, and also perfectly explains the brand spirit of TheNorthFace's "never stop exploring".

Let ordinary people

"This activity is mainly for ordinary consumers," the project team told reporters. "Therefore, besides outdoor veterans, we also hope to recruit consumers who are not very familiar with outdoor sports."

Why is TheNorthFace, an outdoor goods brand closely related to high-altitude mountaineering, high intensity hiking, and other professional activities?

This has something to do with the gratifying development of the outdoor products market in recent years and the popularity of the concept of "Outdoors".

According to the 2010 annual survey report of China outdoor products market released by the outdoor products branch of China Textile Business Association (COCA) in February 2011, the total retail sales of China's outdoor products market in 2010 amounted to 7 billion 130 million yuan, with a total shipment of 3 billion 210 million yuan.

Since 2000, the average annual growth rate of retail sales is 47.33%, and the total annual growth rate of shipments is 43.29%, becoming one of the fastest growing retail branches.

Behind this development speed, on the one hand, is the purchasing power and tourism desire of China's domestic consumer growth; on the other hand, outdoor sports are developing from a professional sport to a popular fashion lifestyle. The concept of "Outdoors" has become popular, that is, any sport that moves out of the home can be regarded as outdoor sports, and its fans are the newest target consumer groups of outdoor brands.

Therefore, the original outdoor products brand with professional functions as the focus of appeal has begun to incorporate fashion elements into design and color. The target audience has gradually expanded from the high-end consumers who previously liked to explore to the urban white-collar consumers who love sports and comfort and leisure for consumption purposes. TheNorthFace can be called the pioneer of "professional + fashion" in outdoor brands.

The goal of "all the way north" is positioned outside attracting senior outdoor athletes, so as to allow more urban people to join in this line and make the first step closer to the outdoors.

In the process of "going all the way to the north", we should develop the relationship between brands and consumers, and create TheNorthFace's reputation in this potential population.

Integrating outdoor activities with different difficulties, from cities, China to the Arctic, is suitable for outdoor participants with different degrees.

For ordinary consumers, "most of the time they live in cities, outdoor is still a very fresh place."

Therefore, creating an outdoor sports culture around them is an appropriate starting point for urban exploration.

For senior Alice, "high-end outdoor adventure (Arctic)" is a key component of the whole activity, and is prepared for the most professional and experienced people.

LBS+SNS's one to one appeal

This is not the first TheNorthFace marketing campaign for the masses. In 2009, it also worked with Shanghai Ogilvy and mather to win the banner of Cannes Silver Lion. It can be said that TheNorthFace is the first marketing attempt from a professional donkey to the general public.

"Winning the flag" aims at expanding office groups in the city, and urging them to go out of the office to feel outdoors. Even if they are not in dangerous peaks, there is no professional outdoor equipment, but they can also have the spirit of unremitting exploration.

The highlight of "winning the flag" lies in the ingenious combination of the living characteristics of the urban population and the demands of "outdoor exploration". From the 18 days from October 15, 2009 to November 1st, after the users registered through the official website or the mobile website of the "winning flag" campaign, they only need to send their short messages to the designated numbers at any time, so that they can get a red flag with their own location on the Chinese map of the activity website, and declare that the territory belongs to their own. After the activity is finished, the participants with the largest number of red flags are the final winners.

In addition to mobile phones and the Internet, advertising and offline activities worked together. In the last 18 days, about 2000000 independent visitors visited the website. 651000 red flags were placed on the map of China, and the number of red flags was 4000.

The use of new media's interactive attraction to encourage consumers to move toward the open air has been further developed into "going all the way to the north".

In addition to the traditional outdoor and print ads, the digital media has played an unprecedented role in this event, including Renren, Sina micro-blog and LBS website.

"There are two major changes in China's outdoor market environment in recent years: one is that with the massive advertising campaign, consumers are becoming smart. Relying solely on beautiful advertising screens is not enough to convince people. They begin to look for brands that tell credible outdoor exploration stories. The other is that digital marketing, especially social media, is playing an important role in influencing and expanding consumer communication, and has gradually become an important way to stimulate and inspire consumers to try outdoor sports through one to one communication."

The project group explained the reasons for the main digital marketing.

Among them, the cooperation with the roadside network is to reward the consumers' three behaviors during the activities: first, explore the city's daily life and TheNorthFace; first, explore the city if the users sign 3 places that have never been signed on the same day; second, visit the TheNorthFace store if users sign in the designated stores in Beijing, Shanghai and Guangzhou 3 times; third, upload TheNorthFace matching photos in the store if you further upload your TheNorthFace with the beautiful pictures in these stores.

These three behaviors can get the badge of the street net, and the last step, the closest step to the brand, may also get TheNorthFace's outdoor gift.

"Through the cooperation with the increasingly popular LBS platform roadside network, we have incorporated the TheNorthFace brand into the daily city sign in behavior of consumers, and remind them that these behaviors are also true urban exploration, and have communicated the TheNorthFace spirit of" never stop exploring ".