Retreat to Basecamp: Spring 2022 Campaign
Overview:
The Spring 2022 campaign represented a strategic initiative to align the global ethos of Canada Goose with specific regional objectives. Targeting the US market, with a focus on the West Coast, the campaign aimed to amplify brand awareness and resonance in a highly competitive landscape.
My Role:
My responsibilities were multifaceted, reflecting the campaign's complexity and ambition:
Campaign Conception: The campaign was conceived to mirror the global vision while addressing unique regional needs. My role was instrumental in shaping this vision, ensuring it resonated with our target audience.
Experiential Marketing: I orchestrated an immersive experience in Joshua Tree National Park, inviting four prominent LA-based influencers. This approach was designed to create authentic, engaging content that aligned with the "Live In The Open" brand philosophy of Canada Goose.
Creative Collaboration: Collaborating with renowned filmmaker Gantry Hill, we captured the awe-inspiring beauty of Joshua Tree and the elegance of the Spring 2022 collection. This synergy of nature and fashion was key to the campaign's narrative.
Impact and Reach: The campaign was a resounding success, generating over 2 million impressions. The positive feedback from the influencer communities underscored the campaign's effectiveness in enhancing brand engagement and resonance.
Outcome:
The campaign marked a significant milestone in regional marketing strategy. It demonstrated my ability to adapt global initiatives to regional contexts, creating campaigns that are both locally relevant and globally consistent. The success of this campaign serves as a testament to my skills in strategic planning, creative execution, and audience engagement.
