DIGITAL MARKETING STRATEGY RECOMMENDATION | THE NORTH FACE

PROJECT REQUIREMENTS:

Prepare a comprehensive digital marketing plan. My plan must clearly present digital marketing strategies and tactics aimed to achieve specific business goals and must include a detailed marketing schedule and budget. My goal was to create a digital marketing strategy and campaign to promote a specific aspect of the brand and achieve the company’s business goals.

MARKETING BUDGET:

$175,000 for paid media including advertising and influencers. An additional $100,000 was included for the development of advertising creative and content for the campaign, as well as for my agency to manage the program.

MY CAMPAIGN:

I decided to work on The North Face to create a new line of climbing shoes. I did an extensive digital competitive review of our brand’s competitors and their online presence.

My goal for this campaign was to “spread awareness of the sport, get people out of their comfort zones and see what they are truly capable of physically and mentally. The #ClimbToNewHeights campaign aims to encourage consumers to climb out of their comfort zone and to new possibilities.”

My objective was to “generate $1,000,000 in revenue in 3 months, September through November, by targeting college aged students and climbers through selling a new line of products: climbing shoes.”

The rest of the project included tasks like identifying and creating our buyer personas, creating a marketing strategy, and creating a mockup of the new product with AI. It also required me to explain the campaign message, break down the communication objectives, decide multichannel tactics, and calculate engagement rates for the influencers of my choice. By doing those things as well as creating a content calendar, designing mockup social media posts, and breaking down the budget, my project achieved a successful campaign with a total revenue of $3,735,200 and a ROAS of 21.34:1.