The North Face Braves the Storm with Winter Weather Targeting

Named Finalist in Digiday Awards

The annual Digiday Awards aims to highlight the media and marketing industry’s best campaigns, creatives and advertisers, all that drive the brightest ideas and who lead innovation to push the industry to new levels. The North Face has just been added to this elite group, recognized for their best-in-class direct response campaign that engaged consumers at exactly the right moments during one of 2014’s most severe and widespread winter storms.

“A part of our core mission has always been to inspire outdoor exploration, and so we’ve developed key strategies that connect with consumers through weather related information and cues. Our goal is to provide the most relevant products possible, exactly when our customers need them.”

In the fall of 2014, The North Face was able to leverage a strategy based around weather data in order to meet their customers’ need for winter gear, as an early-season and widespread storm approached the northeast. Alongside their agency parter, PM Digital, the company crafted an innovative strategy to engage and protect their best customers from the freezing temperatures. Through time-sensitive, geo-targeted paid media campaigns, The North Face utilized winter weather data to provide customers with real-time information and relevant products to keep them protected from the storm even before it hit the coast. The teams specifically targeted products like boots and jackets, and integrated weather-specific content that spread mass awareness about the storm to the consumer population.

While many of the northeastern states were hit hard by the untimely October storm, The North Face customers were protected and prepared with the best quality winter gear products. The brand helped consumers brave the storm, while also dramatically increasing their own year over year sales.

As a finalist in the Digiday Awards, The North Face has joined a select group of innovative companies that consistently work to both improve the experience of their customers and challenge the industry at large to bring forth creativity and strategic excellence. Congratulations to everyone at The North Face!

For more information on the Digiday Awards and to view other finalists, click here.

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