The point of this project was to find a brand with a current campaign going. We had to describe the campaign for why the brand chose it and help them find influencers to help reach a wider audience. I suggested the to the group that we should use The North Face because its campaign "Question Madness" had a great message behind it. I was also tasked with finding an influencer for the brand. The influencer that I chose for the brand was Mike Off The Map because he already used the product and has a lot of followers.
2. STRATEGY TO WHO WE WANT TO APPROACH
Young people for our audiences
individual motives for exploration and the gratification that
comes from pushing norms and boundaries
Talk to existing audiences to remind them of our brand and
tell them about our 50th anniversary – explain the struggles
that we have gone through as a company and relate it to their
personal struggles through life, both sports and personal.
3. • knowledgeable about a number of extreme sports items
• He reaches a wide range of individuals who look for great products with multiple varieties
• total of 85k followers
• individuals who are looking to gain knowledge on products that could potential he
become great tools for extreme sports
4. • Reputable for reviewing fitness & outdoor gear for the adventures girl
• Women use her as a resource before purchasing items.
• Uses north face products in personal life
• 38k + Followers
• Young females ages (15-30)
• Women who enjoy outdoor activities + have a sense of adventure
• Prefer experiences over material objects
5. • Loves and wears the brand already
• Goes on special events with the company
• loves the brand
6k + Followers
• people that loves exploring
• people that feel accomplished after an adventure
• age range (18 - 30)
6. Tom Leddy
• Appeals to large multifaceted audience in the outdoor/adventure sports, credible
• Blogs about favorite gear
• Loves and uses North Face products
• Multi sport oriented – appeals to variety of followers
• Established Author
14K+ Followers
• Travelers | runners | thrill seekers | racing
7. • Very well known in the climbing world
• Featured in many climbing or outdoor sports magazines
• Expertise and large following would give North Face a specific, yet decently sized,
audience
• 65k+ Followers
• dreamers and doers of all experience levels
• male and female, young and old, extreme and safe climbers
8. P
I
T
C
H
Hi Tom,
My name is John Smith. I’m the Marketing Director for North Face. 2016 is ramping up to be our
biggest year yet and we’d like your blog, RunsandPlaces, and The North Face blogger network to
grow with us. We’d like to offer you an exclusive position in that network. At the North Face, we
strive to work with the people who enjoy the outdoors and pushing life's limits. We believe your
love for running, life and traveling makes you the perfect fit for our blog.
Brians Backpack Blog
-passion for extreme sports and living life on the edge…………..
Dirtbag Darling
- Your passion for the outdoors inspires and drives more women to get outdoors in the spirit of it by keeping it
real…………….
Mike Off The Map
-your desire to live life dedicated to adventure and exploration ……….
Good afternoon Mr. Trotter,
After seeing your huge success and impressive following, I was hoping to interest you in an opportunity to work with us.
For compensation, we were hoping to have you dedicate a post or two to NorthFace. Please take a look at our
#QuestionMadness campaign and see if this is something you believe your readers and followers would be interested in.
Of course, we would want this to seem as natural as possible to your readers, so please take time to think it over and let
us know if this partnership would be something you'd be interested in.
Thank you for your time.
9. Review your top 50 favorite north face items (50 for 50th
anniversary)
Tell us about a time when you felt/experienced madness
while out in the field
Has a north face item saved your life?
Tell us about a personal struggle that has lead to success
