For campaigns to stand out, make them stand for something. You’ll find new customers, keep them, and turn them into advocates because they value what you do.
Patagonia saw the women's athleisure market take off and wanted a stake in this competitive market, but we didn't want to chase a trend, sound like everyone else, or stray from our core values.
Working with my creative team, I came up with a campaign that spoke to women — how their choices defined them — while highlighting our core values: multifunctional/versatile products that are made to last, and have reduced environmental impact.
A creative campaign — "Our Choices Define Us" — and multi-platform content was created for sell-in and sell-through, including social, emails, catalog, website, women-led events, PR/media and retail/wholesale in-store display.
