Canada Goose footwear launch

Overview:

In October 2021, I spearheaded the landmark launch of Canada Goose's inaugural footwear line, introducing the Journey Boots. This project marked a significant milestone as it was not only the brand's first venture into the footwear market but also one of the first major launches post-Covid-19 restrictions. My leadership was instrumental in this initiative, where I focused on positioning Canada Goose as a comprehensive lifestyle brand. I achieved this by assembling a diverse group of influencers to showcase the Journey Boots, emphasizing head-to-toe styling and thus reinforcing the brand's expansion beyond outerwear.

Tactics:

Managing the footwear launch project from end to end, my responsibilities encompassed every aspect of the campaign. This began with targeted influencer outreach, where I identified and engaged influencers who resonated with Canada Goose's ethos and had a strong presence in the lifestyle and fashion sectors. Following this, I handled the logistics of product procurement and shipping, ensuring that each influencer received the Journey Boots in a timely and efficient manner.

A critical aspect of my role was overseeing content creation. I worked closely with the influencers, providing guidance to ensure that the content not only introduced the boots to their audiences but also highlighted the versatility of Canada Goose's products in creating complete lifestyle looks. Rigorous content review was part of my responsibilities, ensuring each piece aligned with our brand guidelines and campaign objectives.

Additionally, I managed the financial aspects, including payments to influencers, ensuring transparency and adherence to budget constraints. This comprehensive management led to the project's outstanding success, outperforming the efforts of teams in Canada and the EU combined in terms of impressions. This success not only showcased the effectiveness of the campaign but also established the Journey Boots as a key product in Canada Goose's expanding lifestyle range.

Results:

• 106 posts

• 7M Impressions

• 2% Engagement Rate

• $150K EMV