The Campaign
#TNFJourney
Myth were approached by The North Face Dublin to help develop a social media campaign to promote store awareness. Being a global leader in outdoor wear, they had no problem with sales.
We were tasked with developing a campaign to promote the location of their Dublin store and to engage social media users across all platforms.
To achieve the above, we developed 'The North Face Journey' and a sub-campaign #TNFJourney. A series of social films to promote store location and personalities of staff.
THE CONCEPT
Our concept was simple – put our mind into real life problems and situations of outdoor enthusiasts. Using a storytelling approach, we developed multiple 'journeys' that our enthusiasts would embark on, each featuring the store and the multiple routes to and from Dublin key locations.
Our videography took a point-of-view styled approach. Which added to the personality of the videos and removed the promotional aspect – evoking an emotional attachment with the end-user.
PERSONAL
Adding a personality into each video campaign allowed us to relate to our audience as closely as possible. We developed personas and background stories for each 'Journey' which was developed throughout each online campaign. With each series also featuring a different member of staff at the store who was thanked personally at the end.
RESULTS
Over the course of the 30 day social campaign, The North Face Journey reached over 345,000 people, was viewed over 127,000 times and engaged with consumers over 120,000 times. The store has since seen an obvious increase in footfall and sales.
