MARKETING STRATEGY S23 THE NORTH FACE
COLOMBIA
SPONSORSHIP
ESTEBAN DÍAZ
Corona Project - Iceland Connection
In this project, we accompany Esteban on his adventure through Iceland in search of aurora borealis and sustainability references that will be implemented in Isla Corona in the Caribbean.
Beginning of the adventure to Icenlad:: November 25. 22
SPONSORSHIP X EXCHANGE
The North Face equipped Esteban with a layering system, footwear, equipment, and accessories on his adventure.
VISIBILITY AND MASSIFICATION
The brand had visibility in the different audiovisual contents of the chapter Conexión Islandia published on Esteban's youtube channel, besides being the outdoor equipment brand recommended in the blog article in the newspaper El Tiempo. On the other hand, specific contents of our products were tested in different scenarios and natural environments, which allowed us to extend the benefits of the technologies and materials from an authentic experience.
DIGITAL CONTENT
Esteban's IG account: https://www.instagram.com/estebanexplora/
DIGITAL CONTENT
Tiempo
Esteban's Youtube Channel
SPONSORSHIP
ANTONIO GALVIS
Diners Magazine Photographer - Ambassador Corona
We accompanied Antonio on an adventure trip to Iceland, in the company of Esteban Diaz visited different places in Iceland (Black sand beach, Skógafoss (Waterfall in Iceland), Vatnajökull (Glacier in Iceland) and Landmannalaugar (East of Hekla volcano) generating digital content of northern lights and the highlands of Iceland equipped with our brand icon Nuptse Jacket.
Beginning of the adventure to Icenlad:: November 23. 22
SPONSORSHIP X EXCHANGE
The North Face equipped Antonio with our iconic Retro Nuptse jacket.
VISIBILITY AND MASSIFICATION
Visibility was generated in Antonio's IG profile, generating specific content of our iconic Nuptse jacket, in addition to being tested in different scenarios and natural environments. This allowed us to expand communication from an authentic experience of the benefits of thermal insulation.
DIGITAL CONTENT
Antonio's IG account: https://www.instagram.com/antonio_galvis/
SPONSORSHIP
JOHANA DÍAZ
CEO and Producer at Cinnamon Studio
Johana traveled on an adventure trip to Iceland, accompanied by Esteban Diaz and Antonio Galvis. She visited different places in Iceland generating digital content of aurora borealis and Icelandic highlands. She also tested our Antora jacket highlighting its features and versatility in different environments.
Beginning of the adventure to Icenlad:: November 23. 22
SPONSORSHIP X EXCHANGE
The North Face equipped Johana with our Antora jacket.
VISIBILITY AND MASSIFICATION
Visibility was generated in Johana's IG profile, generating specific content about our Antora jacket, in addition to being tested in different scenarios and natural environments. This allowed us to expand communication from an authentic experience of the benefits of our Dryvent technology.
DIGITAL CONTENT
Johana's IG account: https://www.instagram.com/caneladiaz/
EVENT
SUNSET RACE
Mountain Race - 9th Edition
We were in the oldest night mountain race in Colombia. It was held in the mountains and near the municipality of Fosca, in the department of Cundinamarca. Participation was individual and consisted of four different distances: 12, 23, 50, or 100 kilometers.
In this edition, the Sunset Race received a total of 600 athletes from different places and nationalities.
to 14.
VISIBILITY AND MASSIFICATION
The brand had visibility in the official communication channels of Sunset Race, and Fuerza Natural (Facebook 15,065 followers, Instagram 16,210 followers, Club strava 3,706, BBDD 4,985) which increased our followers and boosted sales of this product's references through vouchers and discount codes. On the other hand, our local athletes generated product-specific content, as well as tested in different terrains and weather conditions. This allowed us to extend the communication from a real experience of the benefits of the technology and materials.
Sunset Race Date: November 12
Web Site Sunset Race: https://www.elsunset.com/
DIGITAL CONTENT
Sunset Race IG account: https://www.instagram.com/fuerzanaturalco/
DIGITAL CONTENT
Fuerza Natural's Youtube Channel
Sunset Race - Informative Talk #5
TNF ATHLETE SPONSORSHIP X EXCHANGE
The North Face will equip Miguel and Jenny with our best selection of mountain running products.
Jenny's IG account : https://www.instagram.com/jennysanin/ Miguel's IG account: https://www.instagram.com/miguedu8/
VISIBILITY AND MASSIFICATION
Visibility was generated on Jenny and Miguel's IG profile, generating specific content of our running products such as Vectiv Enduris II shoes, as well as being tested in different trails and weather conditions.
This allowed us to expand communication based on a real experience of the benefits of our Vectiv and Dryvent technologies. Miguel participated in the 50km distance and Jenny in the 23km, both obtaining podium finishes.
In addition to accompanying us in the different moments before the race telling us a little about their career and experience as runners.
Web Site Sunset Race: https://www.elsunset.com/
DIGITAL CONTENT
Sunset Race IG account: https://www.instagram.com/fuerzanaturalco/
EVENT BLOCOMBIA
National Open Climbing Circuit
We participated as sponsors in the 6th and last valid in the city of Cali at the Pepe Escalada Gymnasium. The competition was the closing event of the first national bouldering circuit. Being the closing event of the tournament, it was the most crowded and the most important of all the circuit if not for the significant value for all the gyms that participated. Blocombia gathered 6 cities and about 300 athletes distributed between 4 categories (Children, Novice, Intermediate, and Advanced).
As it was the closing ceremony of the tournament, two awards were given at this event, one for the results of this valid event and the other for the general results of the entire tournament. The general awarding was of great importance as an incentive for the athletes, since in this way all their effort of a whole year training and competing really pays off and is pleasantly rewarded.
6th Valid Date: November 19 to 20.
VISIBILITY AND MASSIFICATION
The brand had visibility in Blocombia's official communication channels, and in the linked gyms such as PEPE Escalada (Cali), Zona de Bloque (Bogotá), El Muro (Medellín), La Cueva (Ibagué), El Bloque (Ibagué), Zona Vital (Pasto) and La Otra Mitad (Armenia), which increased our followers and boosted the sales of our products to sports niche communities in different cities of the country through vouchers and discount codes. On the other hand, it generated visibility and support to the national climbing community.
DIGITAL CONTENT
To view more HERE and HERE
DIGITAL CONTENT
https://www.instagram.com/zonadebloque/ https://www.instagram.com/elmuroed/ https://www.instagram.com/lakuevaescalada/ https://www.instagram.com/zonavitalpasto/
Zona de Bloque's Youtube Channel
Gimnasios Aliados IG Account :
P.E.P.E. IG Account : https://www.instagram.com/pepe.escaladacali/ Blocombia Account : https://www.instagram.com/blocombia/
WHOLESALE UPDATE
WHOLESALE
THE NORTH FACE MARKETING PROCESS
1. A monthly calendar of campaigns is drawn up and campaigns and is socialized with clients.
2. To the total purchase we use 3% for marketing investment.
3. Product rotation and display vs. investment are tracked.
The investment is distributed as follows
1. Know Spring and Fall's purchases and the product related to each customer's purchase.
2. The campaign toolkit is divided into point-of-sale and digital material.
3. A survey is made for each customer of basic data, brand space, photos, and product information purchased.
Each campaign is executed through the following resources
DIGITAL CONTENT
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PILOT TEST
We conducted pilots in each of the stores to unify them according to the effective brand parameters in the Colombian market and product.
To view more HERE
We defined a checklist as a protocol for visits to physical stores that allows us to measure compliance by the teams and the general parameters that must be maintained in the brand.
To view more HERE
We consolidated the capacities and loads of each of the stores, both on the sales floor and in the warehouses, which allows us to be more strategic in the way we ship the product and avoid stock-outs or overstocking.
To view more HERE
We started our training plan for the store and customer service teams with the most relevant and frequent technologies in our products such as Vectiv, Futurelight, and Thermoball Eco, creating easy-to-read technical data sheets as a sales aid, as well as unifying criteria among team members.
To view more HERE
Each month we produce an implementation guide document for the different branding and performance campaigns that allow us to highlight and promote key products or technologies to boost product rotation and sales.
To view more HERE
Starting in June, we will begin with a monthly store activation schedule in order to activate traffic in each store according to its target audience and nearby communities, thus generating omnichannel brand experiences for our regular and potential customers.
PARTNERSHIP SUDA OUTDOOR
App to connect outdoor sports communities
To mobilize the community of athletes in Latin America to explore nature in a technological, interactive and socio-environmental way. To promote together the virtuous circle of exploration in nature and bring exploration as a lifestyle to many more people.
Through challenges together with the brand, recommendations of nearby and popular routes to explore, we will mobilize people to explore, but also contribute to their education so that they do it in a safe and responsible way and with the greatest care for the environment.
Furthermore, the brand's product will be promoted and enhanced through the visibility of its communication platforms RRSS, BBDD and internal communication within the application.
Partnership Date: October 15 to January 21, 2023.
PATICIPATION
The North Face will participate for 3 months in the SUDA app with profiles for both Colombia and Ecuador. PATICIPATION
1st Challenge | Explore your Summits: HERE
SPONSORSHIP ANDRÉS RONDEROS
Live - Earth Day and National Arbor Day - Content
This content was developed in 2 moments, a review of Andres and his management of the environment through 1000 in a day in our IG profile. He was also invited to our LIVE on Wednesday, March 22 where he talked about the current actions to offset the carbon footprint, the importance of the recovery of green spaces through the planting of trees, and how has been his management and vision in 1000 in a day.
Live: April 22. 23
SPONSORSHIP X EXCHANGE
The North Face equipped Andrés with a Thermoball Eco jacket and Brimmer hat and Andrés Beltrán with a branded fleece, both of which were visible during the filming and in subsequent content..
VISIBILITY AND MASSIFICATION
The brand had visibility in the profile of Andrés Beltrán and 1000 in one day, which increased our followers and boosted sales of the references they wore. On the other hand, they generated specific content about our most sustainable products where the technology was given visibility, in addition to being made visible and tested in different scenarios and natural environments. This allowed us to extend the communication from a real experience of the benefits of the technology and materials.
1000 en un dia's IG account: https://www.instagram.com/1000enundia/
EVENT / ACTIVATION
Mountain Hiking for Women
Farallones de Sutatausa -
Mother's Day Celebration.
The walk will take place in the Farallones de Sutatausa, from a trail called Novoa. This walk will be for mothers who are clients of our brand. The dynamics of the invitation are yet to be defined. The idea is that each of them participate with 1 companion and live this experience to the fullest.
Here are some technical data about the route to be followed
Distance: 6 kilometers
Positive Unevenness: 415 meters
Maximum altitude: 2.925mts
Minimum altitude: 2.610 meters
We will invite Jenny Sanin our The North Face athlete to give us a mountain talk, as well as tell us about her experience as a full-time athlete.
Date: Sunday, July 9. 23
Fuerza Natural's IG account: https://www.instagram.com/fuerzanaturalco/
SHARES OF CONSIDERATION
Online actions will be carried out (RRSS) TNF.
CONTENT:
Photo type post and story of the activity. Reel or video of the activity.
VISIBILIDAD
Y MASIFICACIÓN
The brand will have visibility in the profile of the attendees, Jenny Sanín and Fuerza Natural, which will increase our followers and boost sales of our products. On the other hand, specific content will be generated for the brand's products, which will be made visible and tested in different scenarios and natural environments. This will allow us to extend communication from a real experience of the benefits of technology and materials.
PARTNERSHIP
ANDRÉS BELTRÁN - Host
Live Shopping - Layer system
This content will be developed in a physical TNF point where we will have a member of the sales team and a host ambassador and athlete, where they will be communicating to customers what is the layering system, how it works, what features a product must have to recognize what type of layer corresponds. They will also highlight specific references of the brand that comply with this principle and possible combination options for different spaces and activities. An exclusive benefit for those who are connected will be mentioned.
Date: Thursday, July 12th.
Partner: Andrés Beltrán - Fuerza Natural.
Platforms: Instagram - Youtube - Spotify
SPONSORSHIP X EXCHANGE
The North Face will equip Andres with a waterproof jacket and a cap of brand, which will have visibility in the recording of the same and in subsequent content.
Andrés Beltrán 's IG account: https://www.instagram.com/beltrandres88/
SHARES
Online actions will be carried out (RRSS) TNF.
CONTENT:
• Photo carousel (4 photos) Product/technology and lifestyle. The content must be delivered during July / August to encourage the rotation of these references for the mid-year vacation break.
• Burst of 3 stories - Product/technology and lifestyle.
ACCIONES:
• Include in your Instagram profile @beltrandres88 naming us as follows @thenorthfacecol Ambassador visible for the duration of the sponsorship 2 months (July / August 2023).
• Digital mention discount code discount followers for Triclimate references.
The brand will have visibility in Andres and Fuerza Natural's profile, which will increase our followers and boost sales of the reference categories and specific product references that correspond to each layer. On the other hand, it will generate specific content of the products of our Dryvent waterproofing category where we will give visibility to the technology, in addition to being visible and tested in different scenarios and natural environments. This will allow us to extend communication from a real experience the benefits of the technology and materials.
EVENTS & ACTIVITIES UPDATE
SPONSORSHIP ANDRÉS RONDEROS
Live - Earth Day and National Arbor Day - Content
Our most prominent customers from physical stores, online store, and followers were invited to a day of restoration and reforestation to celebrate Earth Day.
Throughout the year 1000 in one day offers experiences called "Planting Day" or tree maintenance, on private land and arranged for reforestation or ecological restoration join us, the goal is to plant 1,000 native trees each time. The moment was propitious for the trees since we are in the season of intense rains.
What should our guests bring? Only their best disposition and attitude. We took care of all the logistics including transportation and lunch so that they can enjoy the connection with nature, together we will give something back to the planet of all that we have taken, it was an incredible weekend, where we met new people and more than that, each one got to know more about themselves.
Date: Saturday, April 29. 23
SOWING DAY - Alliance For Conservation
We are certain that climate change is a reality that is affecting us and all living beings on the planet and for which we are all responsible. Therefore, it is our responsibility to take any action we can to mitigate it, no matter how small it may be.
The planet has been very good to human beings, it has given us everything we are since ancient times and it is also the only one we have.
DIGITAL CONTENT
1000 en un dia's IG account: https://www.instagram.com/1000enundia/
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ECOMMERCE UPDATE
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Sustainability
Vectiv® Technology
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Promotional Bundles - Combos
SOCIAL MEDIA
FACEBOOK & INSTAGRAM RECAP
SOCIAL MEDIA MANAGEMENT REPORTS
October 2022 to June 2023
The North Face Facebook statistics from October 2022 to June 2023
The
North Face Instagram statistics from October 2022 to June 2023
