Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (15)
Similaire à Patagonia Ad Campaign
Similaire à Patagonia Ad Campaign (20)
Dernier
Dernier (20)
Patagonia Ad Campaign
- 2. We are targeting women who feel as though Patagonia is not a brand for “people like them” by focusing on the growing desire for simplicity and authenticity. Our goal is to position Patagonia products and the Patagonia lifestyle as accessible. Introduction 2
- 3. “There’s a movement for simplifying your life: purchase less stuff, own a few things that are very high quality that last a long time, and that are multifunctional.” Yvon Chouinard 3
- 4. Marketing Problem ● Consumers do not associate Patagonia jackets with daily wear, but perceive Patagonia as a brand exclusive to consumers who are outdoorsy, participate in extreme sports, and live the “non- consumer” lifestyle. 4
- 5. Patagonia Founded by Yvon Chouinard in 1973 Based in Ventura, California Privately Held Company California’s first Benefit Corporation Donates 1% of sales every year to support environmental groups Donated $6.6 million in 2014 Sells apparel and gear for outdoor sports such as hiking, surfing, and fly-fishing as well as everyday wear Company focuses on creating quality products that are durable and eco-friendly Established the Worn Wear project Encourages consumers to fix old products rather than buy new Repair techs have been touring the country fixing any Patagonia product for free this spring 5 “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
- 6. Brand Analysis Product Wide range of products from swimwear to climbing gear Everyday and outdoor gear with long-term durability High quality products Long-Term Investment Focus on Functionality rather than design. Simplicity of design. Fair Trade Certified Clothing, BLUESIGN® Approved Fabric Organic Cotton, Hemp, Recycled Polyester, wool, and nylon, 100% Traceable Down, Reclaimed Cotton, Undyed Cashmere, Reclaimed Wool, Yulex, Tencel® Lyocell Price Jacket Prices: $89 - $589 Womens Clothing: $14 -$589 Higher prices due to the expected life span of Patagonia Products. 6
- 7. Brand Analysis Place Available in Australia, Argentina, Canada, Chile, China, Czech Republic, Germany, Spain, France, Hong Kong, Ireland, Italy, Japan, Korea, The U.S. Patagonia Website Patagonia Catalog printed on FSC®-certified 100% post- consumer recycled paper Variety of Sporting Goods Stores: REI, Backcountry, City Sports, Dick’s Sporting Goods Brick and Mortar Patagonia Stores and Outlet Stores Common Threads Partnership with Ebay for the “Worn Wear” Online Retailers: Nordstrom, Zappos 7
- 8. Brand Analysis Promotion Print Advertisements New York Times, Paper Magazine Social Media: Facebook, Twitter, Instagram, Pinterest, Tumblr, Youtube “Vote the Environment” Campaign 2012 Patagonia Ambassadors “Learn about our friends, our ambassadors of the sports we love - they are athletes also involved in product development, helping us build the best products.” The Cleanest Line - Patagonia Blog Worn Wear Spring 2015 Worn Wear Tour Sponsorship of Events 16th Annual Charles River Cleanup Sponsored by City Sports and Patagonia Short Films and Commercials Worn Wear: a Film About the Stories We Wear | Presented by Patagonia Let My People Go Surfing by Yvon Chouinard 1% for the planet campaign In-Store/Online promotions and Outlet Stores Common Threads Initiative New Belgium brewed an organic California Common lager with Patagonia to celebrate the Brand’s 40th anniversary. 8
- 10. Category Analysis Outdoor Apparel Category ● 4.4% sales increase from 2013 ● Revenue: ○ 4,048.4 billion in 2014 ● Increased competition ○ Competition due to non-industry sources ○ 3,061 businesses total ■ Expected consolidation and closure of small companies ■ Counter competition by hiring expert staff and brand personalization 10
- 11. Category Analysis Consumer enthusiasm for outdoor activities increasing Participation in sports increased 1.6% Participation in hiking rising at an annual rate of 2.9% Sporting goods industry is growing at a faster rate than the GDP Camping and hiking are viewed as a less expensive alternative to vacations abroad ● Encourages: ○ Sportswear as casual wear ○ Product versatility Google Trends data on “Hiking” over the past 5 years 11
- 12. Outdoor Apparel Competition Analysis Canada Goose: Revenues have grown more than 4,000% in 10 years Authenticity/ Iconic style Lands’ End Variety/trendy options Extensive sale options The North Face Most well known Large North East market REI 3x the size of Patagonia Great loyalty programs Columbia Sales up 25% from 2013 Present in non-speciality department stores, reaching a broader audience 12
- 15. Columbia Headline: Omni-Heat Electric vs. Wim Hof the Legendary Ice Man. Slogan: Trying Stuff since 1938 Key Benefit: Columbia’s Omni Heat will make you warm fast and last a long time. Support: The jacket provides hours of heat on demand, has rechargeable batteries, and is “high tech.” In contrast, Wim Hof has had years of brutal training to maintain his mental thermostat. Position by technical innovation and celebrity endorser.
- 16. The North Face Headline: “Never Stop Exploring What Seems Impossible” Slogan: “Never Stop Exploring” Key Benefit: The North Face Summit Series is technologically advanced and good enough for the world’s best athletes. Support: The North Face invited consumers to join the “world’s best athletes” (as pictured) and informs them they will be protected by the Core-Tex Technology. Position by technical innovation.
- 17. REI Headline: “Can a day hike make your week? Slogan: “REI. Find Out.” Key Benefit: To the consumer who wants to become an outdoorsman, REI is ready to be your guide. Support: The copy suggests that REI is the necessary first step to having the adventures that will be the highlight of your week. Position by benefit.
- 18. Lands’ End Headline: “Guaranteed. Period.” Slogan: “For 50 years we’ve protected you from the elements. Here’s to another snowy winter.” Key Benefit: Lands’ End coats are trusted and reliable to get you through a cold winter. Support: Uses the “50 years” to establish credibility and highlights Lands’ End’s heritage. For people looking for a great coat from a reliable company, Lands’ End guarantees to protect you, and has been doing so for decades. Position by benefit
- 19. Canada Goose Headline & Slogan: “Ask Anyone Who Knows” Key Benefit: Canada Goose products will keep you warm in the harshest conditions. Support: The subject is presented as a serious outdoorsman, who “knows” Canada Goose is the best product for warmth. Position by product users 19
- 20. Competitive Summary Columbia: The price (low end) and placement (readily available in department stores) make the brand more accessible to beginning/casual athletes. Lands’ End: The brand positions itself based on reliable reputation and their product subscribes to trends, heightening its appeal to women. The North Face: The brand is the most common for casual everyday wear and has readily been integrated into an urban demographic. REI: The brand positions itself to provide products that make beginners experts, by having the best customers service. Canada Goose: The brand is known for providing the highest quality product available and is currently on-trend, primarily thanks to it’s popularity among celebrities. 20
- 21. Final Competitive Slide Majority of competitors position products by benefit and technical innovation. The Outdoor Apparel industry is rapidly growing due to: Consumer enthusiasm for a healthy lifestyle Ath-leisure trends Biggest Competitor: REI Co-op structure and membership programs encourage brand loyalty and allow easy entry into the brand lifestyle Offers “adventures” and outdoor classes to teach novices about wilderness survival. REI also has tips/“how to’s” on it’s website. Almost one million people became REI members in 2014 21 REI dominates in responding to users Implications for Patagonia: Patagonia needs to connect with individuals at an in-store level to: Adjust consumer perceptions to remove the intimidating brand stigma Ease consumers into the “anti- consumer” lifestyle
- 22. Trend Analysis of the Category, Brand & Consumer Category “Ath-leisure” Online retailers Sustainable practice Target Increased focus on health and fitness Hiking gaining popularity Growing concern about weight/appearance Advances in technology allow consumers to track everything Brand Authenticity Consumer’s desire to engage with brand Majority of the target age group resides in an urban setting 22
- 23. Consumer Trends ATH-LEISURE Large segment of consumers only casually enjoy the outdoors ● 2013: The top reason athletic wear was purchased was not for fitness, but for casual wear ● ⅓ of Americans wear athletic clothing casually ○ Casual outdoorsmen and women prefer lower prices and familiarity of department stores and discount retailers ○ Women are more likely than men to be casual hikers according to MRI Data WOMEN’S PURCHASING POWER ● Women are more likely than men to be casual hikers, according to MRI data The total female population (18+) in the US is expected to grow by more than 4% over the next five years. 29% purchased athletic apparel within the year More than ⅓ of women value quality over price when buying clothing 23 AUTHENTICITY ● Consumers want the brands they wear to be extensions of themselves ● Practice what they preach ● Share opinions with friends, want to confidently recommend a brand ● “Back-to-nature” trend
- 24. Consumer Trends 24 Intended Use of Athletic Apparel in Adults (18+)
- 25. Minimalism A way of eschewing the non-essential in order to focus on what’s truly important, what gives lives meaning, what gives us joy and value. Healthier for the environment Less stuff equates to less stress Increased desire to find meaning beyond materials Participation in Outdoor Recreation ● Fastest growing outdoor sports: ○ Trail Running ○ Fly Fishing ○ Mountain Biking ○ Camping ○ Hiking ● 48 percent of outdoor retailers saw an increase in female customers in 2014 Consumer Trends
- 26. 26 Comparison of Google Searches in 2015
- 27. Target Audience Women in Northeastern urban areas, ages 18 - 34 Social media has shown that preppy/non-outdoorsy men of the same age demographic have embraced Patagonia as a brand Healthier lifestyle is a personal goal MRI data suggests: Women ages 18-34 are the least likely to shop at a sporting goods store like Dick’s Sporting Goods Women of all ages significantly less likely to purchase hiking/backpacking clothing Most likely to express a casual interest in hiking/outdoor sports 27 Lifestyle: College-educated, relatively recent graduates who value feeling as though they are buying from a brand that represents “people like them.” They appreciate rewards/loyalty programs and are the most likely group to be embarrassed by going to the gym. Lives in an urban area and has a casual interest in hiking (maybe twice a month with friends). The consumers care about their health and appearance. They don’t watch a lot of TV but spend a lot of time reading magazines and using the Internet. Shopping is considered a social experience and opinions from friends/what they see on social media has a heavy influence on buying habits.
- 28. Consumer Profiles Natalie is a 23-year-old, living in an apartment in Williamsburg, Brooklyn. She works as a marketing manager at sunglass company. She loves her job but sometimes feels overwhelmed by her 9-5 workday. She studied abroad in college and daydreams about going backpacking one day, but can’t imagine finding the time. When she finds downtime she fills it scrolling the internet (she uses websites like Buzzfeed and The Skimm for news, Instagram and Facebook for friends, and blogs like Refinery29 and Vogue UK), having netflix marathons with her boyfriend, and trying new restaurants. The harsh winter has encouraged her to put away her peacoat and break out the puffy jacket she’s had since high school. However, she hates looking like a marshmallow and taking up too much space on the train, and wants to invest in a lightweight, simple coat to carry her through to spring. Margot works at John Hancock in Boston and always puts her work first. She is from San Francisco and many of her family members say she is “all work no play. “ Although she never uses her vacation days, she doesn’t want to be seen as a corporate sell-out and when she has the time she likes to walk around the city or go to a game at Fenway. Margot tries to workout at least 3 times a week, but too often she has to work late. Sometimes she has to skip the gym and order takeout. She knows she needs to stop putting work ahead of her well-being, but at 28 years old she is more focused on whether or not the T is going to be running tomorrow than the current state of the environment. Margot’s Patagonia coat has kept her warm through Boston’s harsh winters the last three years, purchasing Patagonia makes Margot feel like she is doing her part. She would do anything to simplify her life, and although she isn’t into extreme sports, she is inspired by the brand to take more advantage of her weekends. 28 The “Experiencer” The “Innovator”
- 29. Original Research “It’s pretty simple, but a little unique” - 20 The product itself is accessible and pleasing to most consumers. “I don’t know if I’d make patagonia my main brand but I’d buy a few key pieces” -19 People who do not already own Patagonia do not feel as though it has the ability to be their “main brand.” “Patagonia isn’t for me… Patagonia is for mountain climbers and former astronauts...the outdoorsy type that like to bike UP mountains” -19 The idea of who is wearing Patagonia is what seems to scare off potential consumers “The brand itself is sturdy. Sometimes the people who wear it bother me because it seems like they’re showing off” -20 Patagonia has a strong reputation for being a good company but the target demographic has a hard time feeling as though they are “welcome” to be a part of the brand. One-On-One & Group Interviews 29
- 30. Survey 30
- 31. Survey Results Age: 18-29 Education: 60% undergraduate students Priority when buying a winter coat: 73% warmth 20% style 7% durability Brand loyalty: 20% Patagonia 33% North Face 33% Canada Goose Where consumers purchase winter coats: Online 20% Retail Store 47% Department store 27% Consumer’s Brand discovery: Print ad: 13% Online: 7% In store: 13% From a friend: 53% Words associated with Patagonia: Outdoorsy, Sporty, Dope, Winter, Practicality, Mountains Have you ever been exposed to a Patagonia advertisement? “Never seen an ad for Patagonia” “I think one billboard, but I’m not sure” “Yes, about how they encourage their customers to not overbuy and they will fix your broken products” 31
- 32. Strategies Consumer Insight: Wearing Patagonia will bring you closer to the person you’re trying to be. Benefit: The Patagonia brand inspires consumers to escape from the mainstream/urban bubble and embrace an authentic, down-to-earth state of mind. Advertising Objective: To change/alter our consumer’s perception of Patagonia to a more accessible, welcoming, approachable feeling. 32
- 34. Creative Brief What have we decided to produce? Print advertisements in Cosmopolitan magazine, Digital advertisements on Refinery29 & Nylon Magazine, Fashion and Lifestyle Bloggers with High Readership (eg. Man Repeller), Strong Social Media Campaign on Instagram, Tumblr, and Twitter. Who are we talking to? 18-34 year old women living on the East Coast in Urban Areas (New York, Boston, Providence, Washington D.C.), who are happily living in the 9-5 grind, but want a way to get back to the basics What is the target insight? Wearing Patagonia will bring you closer to the person you want to be. You may not have time to go to spinning everyday, you’re not a mountain climber, sometimes you still order takeout and forget to recycle the containers, but you care and you don’t want to be another mindless consumer. You want to be the kind of person who goes on spontaneous trips, who is okay with “roughing it,” and who can see the bottom of her closet. By choosing Patagonia, you feel like you’re setting yourself apart from the mass. When you wear your Patagonia jacket, you become the anti-consumer, the free-thinker who isn’t afraid set her own course. Benefit The Patagonia brand inspires consumers to escape from the mainstream/urban bubble and embrace an authentic, down-to-earth state of mind 34
- 35. Support for Benefit By purchasing a patagonia product, the consumer is taking the initial steps away from the norm and closer to an alternative (anti-consumerist/free-thinking) lifestyle. What Do We Want the Target Audience to Do? We want the target audience to feel as though Patagonia is a brand for people like them, they don't have to be a professional mountain climber to be a part of the brand. Brand Personality Patagonia loyalists are self-described anti-consumers. They walk off the beaten path, turning away from the traditional and live in the present. Patagonia users spend days doing what incites joy and doing so in the least complex way possible. Patagonia products have a life of their own. Each piece is created with the expectation that it will be worn and loved absolutely, indefinitely. Patagonia is simple, dedicated, and adventurous. Tone of Communication “Less, but better” Patagonia represents the authentic and uncomplicated. Choosing Patagonia will disencumber you, giving you one less thing to worry about. They desire to live fully and authentically, but they do derive joy from certain “norms.” These users want live purposefully. 35 Creative Brief
- 36. Creative Execution 1. Print Advertisement in Cosmopolitan Magazine We chose one magazine to run our print ad in as Patagonia does not traditionally spend a lot of money on print ads. We wanted to keep the ads clean and simplistic, and would ideally partner with Dieter Rams to create a cohesive, minimalistic, “anti-consumer” campaign. 36
- 37. Creative Execution 2. Digital Side Banner Advertisement on Refinery29.com and Nylon.com The advertisement would be created in Flash to transition between the photograph and the copy. 37
- 38. Creative Execution 3. Post on the Man Repeller blog about winter jackets Sponsor the Man Repeller blog by providing free patagonia merchandise for the writers to wear. Placement advertising on a popular website. 38
- 39. Creative Execution 4. Promotional Partnership Week after Thanksgiving 2015, Patagonia will partner with Starbucks to provide customers with exclusive 15% off coupons. Customers that bring their reusable mugs rather than using a paper cup will receive the card (made out of recyclable materials). Promotion for the event will be spread over social media. 39
- 40. Creative Execution 5. Social Media Campaign #simplypatagonia Instagram, Twitter & Tumblr Idea: Show us how you’ve simplified (e.g. your wardrobe, your meal, your consumption of plastic water bottles, etc.) to qualify to win an all inclusive trip to Patagonia for two. The hashtag will be featured on all ads as a way to inspire participation. Finalists will be featured on the Patagonia Instagram and the photo with the most likes will win. 40
- 41. Media Plan - When Mid-September - December 2015 Patagonia’s “Anti-Consumer” campaign will run from Mid september until late December. As shown below, consumers begin their search process for a winter coat in mid September. This time marks the beginning of Fall and the anticipation of colder temperatures. At the end of November, companies participate in a national discount event called Black Friday that encourages consumers to continue searching for decently priced winter coats. Finally, people stop searching for new winter coats in December as the cold season comes to an end. 41 Google Trends data on “Winter Coats”
- 42. Media Plan - Why Why: Blog/Social Media Campaign Target group most frequently checks social media. Most popular media sites include: Facebook, Instagram, and Twitter. Casually worn fitness apparel brands (nike, under armour, lululemon) gained popularity via social media campaigns that: Inspire women Use hashtags Encourage conversation 86% of target audience reported interacting with brands on social media 72% of target audience like/follow a brand on social media 67% of internet users feel that online connectivity has changed the way they get information about products and services (Experian Fall 2013) 42
- 43. 43 Why: Blog/Social Media Campaign Twitter: ● On average, Patagonia followers are social influencers, having 1.6x as many followers as following ● 41% of women in our target audience value being the “first” to spot a trend/use a product Instagram: ● Over 60% of users within target age demographic Facebook: ● Most frequently checked media site ● Considered most valuable for gathering information Why: Starbucks Rewards Card MRI Data suggests target audience is most likely to frequent starbucks and purchase things like Frappuccino’s and espresso Over 40% of Starbucks’ consumer base falls in our target demographic Patagonia’s most popular social media postings relate to product discounts MRI data suggests that our target audience is highly responsive to loyalty programs and sales 92% of target audience claims to appreciate receiving coupons Media Plan - Why Patagonia followers are talking about:
- 44. Media Plan- Why Why: Print Ad Heavy reach among target audience according to MRI (index of 173) 20% of magazine readers find adverts in magazines less intrusive than TV or online About 20% of target has “read or looked into” Cosmopolitan magazine in the past 6 months Target audience most likely to read articles friends post on social media/visit media sites of magazines they like 44 Why: Digital Ad Target audience one of the most active on all channels of online media 65% frequent free online websites and blogs, like Refinery29 Google Trends data shows a sharp increase in searches for lifestyle and fashion blogs, like Man Repeller
- 45. Refinery29 - Media Kit 45
- 46. Cosmopolitan 46
- 47. Blogger 47 The Man Repeller 2.6 million page views per month (2012) 251 K Twitter Followers 190,990 Facebook Likes 856 K Instagram Followers
- 50. Target Audience Research http://www.strategicbusinessinsights.com/vals/ustypes.shtml Situation Analysis: https://outdoorindustry.org/images/researchfiles/Monthly%20Trend_1402_FINAL.pdf?204 http://www.ibisworld.com/industry/hiking-outdoor-equipment-stores.html Other: http://academic.mintel.com.ezproxy.bu.edu/display/719176/?highlight#hit1 http://www.theatlantic.com/business/archive/2015/01/young-americans-yearning-for-the-suburbs-stuck-in-the- city/384752/ http://www.slate.com/articles/life/fashion/2012/03/patagonia_yvon_chouinard_s_company_makes_technical_climbing _gear_how_d_it_catch_on_with_the_rest_of_us_.html http://clients1.ibisworld.com.ezproxy.bu.edu/reports/us/industry/competitivelandscape.aspx?entid=4378#BOC http://academic.mintel.com.ezproxy.bu.edu/sinatra/oxygen_academic/image/id=730148&seq=4 http://www.millennialmarketing.com/2011/09/tapping-millennial-passions/ https://prezi.com/uzy8onrqvcug/patagonia/ http://climbingzine.com/female-dirtbags-the-missing-link/ http://wellandgood.com/ http://nymag.com/thecut/ http://theusualmontauk.com/don-of-the-dirtbags-an-interview-with-yvon-chouinard/ http://www.businessoffashion.com/articles/business-blogging/the-business-of-blogging-the-man-repeller http://fishingtackleretailer.com/bigrock-industry-report/ 50 Appendix cont.
- 52. Original Research Interview Excerpts “Do you have an opinion on the brand Patagonia or the people who wear it?” Kaylee: “Yes I love Patagonia, I love the brand. Sometimes the people bother me because they’re stuck up but, eh, it’s a really sturdy brand, very high quality.” “Stuck up like they have a superiority complex?” Kaylee: “I feel like they’re showing off that they have a lot of money. Because that shit ain’t cheap.” Kelly: “The store in Seattle was cool. I really like the sweatshirt Kaylee has from there. I don’t know if I’d make Patagonia my main brand, but I’d buy a few key pieces.” Kaylee: “Yeah it’s good stuff. I would blow all my money if I had money to blow on them. I also like it because it’s pretty simple but also a little unique” “Do you feel like Patagonia is a brand for people like you?” Kelly: “No. I’m a slovenly mess. Patagonia is for mountain climbers and former astronauts… the outdoorsy type that like to bike UP mountains.” Kaylee: “I’m outdoorsy-ish and that’s what it’s geared toward so yeah I suppose” “Do you have an opinion on the brand Patagonia?” Fiona: “I don’t think I have anything from Patagonia, it’s supposed to be good though. They have a lot of yoga stuff that I’ve thought about buying but it’s the same price as lululemon and athlete which I think are more popular. I’ve been wanting to try their silk base layers but I keep forgetting. “Do you have an opinion on the brand Patagonia?” Madeleine: “I love it!” “How did you get into it?” Madeleine: “I ski, and it’s a great base layer. My mom bought it for me full price, which she never does, so I was surprised. Once I started using it, I fell in love with the brand. I bought a fleece too, during one of their semi-annual sales” “Do you feel like it’s a brand for people like you?” Madeleine: “Not particularly. It’s great stuff and I love it, but it seems like it’s geared more towards like outdoorsmen or young moms who shop at Whole Foods. Or frat boys. The company does a lot of great stuff though, the flyers they send out have customer stories and they’re always really cool.” 52