Ragan Awards: North Face wins big with #MoreThanAJacket
The North Face invited its brand fans to share the ways in which its gear proved to be more than just a jacket. The outdoor brand generated more than 14 million organic impressions and 3.9 million social interactions.
Since 1965, The North Face has been a partner in exploration and discovery. It has accompanied adventurers on treks through the world’s most treacherous terrain. The North Face has enabled its wearers to stretch the boundaries of their own potential through every season and storm.
As part of its autumn #MoreThanAJacket campaign, The North Face encouraged its social media community to journey back to a time when their outdoor gear was more than just attire. The team invited its community to share photos of their jackets and stories about exploration, triumph, loss, and joy.
Before kicking off the campaign, the team engaged its most loyal XPLR Pass Customers, encouraging them to be among the first to participate. Fans who shared content had an opportunity to be spotlighted in The North Face’s first-ever crowdsourced digital archive with the San Francisco Museum of Modern Art.
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