The North Face
Content Where Shoppers Want It
Challenge: Provide value to the snowsports enthusiast.
The North Face brand inspires passion from its loyal customers. Many of the brands' customers are equally enthusiastic participants in snowsports. The challenge was marrying the high-end Defy brand with its followers' passion for skiing and snowboarding.
Fluid worked with their marketing team to build a program encouraging participation in the brand through a user generated content site and then leveraged the uploaded assets broadly across the internet. Using the Fluid Retail products reduced development time and simplified ongoing maintenance.
The North Face tapped Fluid to take its great content to where its customers spend time.
Solution: A site without boundaries.
With a Google Gadget Ad campaign and associated iGoogle gadget, Fluid created a "Video of the Day" widget for The North Face that delivered a mix of professional and user generated content fresh to snowsports enthusiasts daily.
Performance: The Google Gadget Ad delivered engagement and click through rates that were several times the average interactive ad unit levels.
Engagement: Watching snowsports videos reinforced The North Face's "core" focus and gave users a convenient means to connect with the brand daily.
Brand + Commerce: After hooking users with the content, Fluid created an easy way for shoppers to see products from the Defy line and click through to the site and, eventually, to buy.
Results: A brand and transactional success.
Beyond driving brand engagement, which was the campaign's primary objective, this campaign provided an interactive way for shoppers to explore the Defy line from whatever site they were visiting at the time. Built upon the Fluid Retail suite, the campaign delivered a positive return on investment for The North Face in the first month it went live.
Fresh, compelling branded content is delivered daily.
Product merchandising is presented in the context of branded video.