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AMP + Patagonia: Worn Wear

Amogh Rao

George Washington University

Digital Marketing bootcamp

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Business Model

  • For this campaign, AMP + Patagonia used a B2C business model

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  • Business Objectives derived:
    • Awareness
    • Brand recognition
    • Sell products
    • Gain long-lasting customers

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Specific Objectives

  • More specific objectives for this campaign include:
    • Deliver the “Worn Wear” message to as many people as possible
    • Encourage people to recycle and reuse items
    • Have more people connect with the Patagonia brand (people who didn’t know about patagonia before)
    • Increase merchandise sales

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Target audience for campaign

  • For the target audience, patagonia/AMP were really broad with their approach, and targeted various groups of people. These included:
    • Millennials
    • DIY-ers
    • Environmentally-conscious people
    • Current patagonia customers

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Persona Building: Pt.1

Geographics

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  • Lives in USA
  • Cities all over country
  • English speakers
  • Cooler climates
  • Both large and small populations

Demographics

  • 18-24 year olds mainly, but works for older people as well
  • Both males and females
  • Pretty well off financially
  • Definitely college education (either in process of or completed)
  • Not married yet, still trying to find themselves, not settled yet

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Psychographics

  • Environmentally-conscious
  • Climate-change activists
  • Spend time outdoors
  • Outgoing, outspoken personality

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Persona Building, Pt. 2

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Business competitors

  • 2 popular business competitors for Patagonia include:
    • Columbia Sportswear
    • Canada Goose
  • With regards to how patagonia stacks up compared to those two, they really emphasize the use of recycled materials when making products, which isn’t the case with Columbia as well as Canada Goose. The products are widely the same and the way it’s advertised is also largely similar, but overall the use of recycled goods is what stands out.

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Digital marketing technologies/channels used

  • Social media channels/tools used:
    • The journey was documented on all of Patagonia’s social media channels
    • A travelling content strategist gathered fan testimonials and stories about their favorite items.
    • Instagram: followers were exposed to all of the fan testimonials and were able to witness the marketing campaign through the pictures, making them aware of the campaign.
    • Patagonia’s instagram feed is filled with fan testimonials, as well as posts about environment and ways to help it. This clearly shows where their focus is when it comes to their products, and in a way is an everlasting highlight of the campaign as well.

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Campaign performance

Campaign results:

  • 21 stops along the tour
  • 11,075 tour attendees
  • +88% merchandise sell-through rate
  • 68,548 page views on the worn wear landing page

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Connecting performance to original objectives

  • With 21 tour stops across the country, they definitely got the message out to different people
  • 11,075 tour attendees is a large number of people.
  • They had a great increase in sales, (+88%)
  • Having a large number of people viewing the website, can hopefully bring in more customers who weren’t customers before
  • Since the campaign was successful in reaching a large number of people, this can definitely encourage more people to be environmentally-conscious, and look to recycle more.

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Missed Opportunities

  • When looking at the tour map, they didn’t visit any of the southern states (Texas, Florida, etc.) I know they may not find people of their target audience there, but there is a large region of people who aren’t they aren’t even attempting to reach out to.
  • Maybe they could’ve figured out a way to have a celebrity influence, that could have increased viewers/tour attendees even more. I’m not saying have a celebrity go on the long tour, but maybe be a guest at one of the tour spots. (celebrity/influencer).
  • Try to figure out a way to keep long-lasting customers and have a long relationship with the brand and campaign. After the tour/fan testimonials ended, I didn’t really see anything else done.

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Hindsights

  • I wouldn’t have done anything differently, as the campaign did really well bringing in lots of viewers to the site and lots of attendees to the tour.
  • I would’ve found some opportunity to bring in a famous influencer to add on to the campaign.
  • I would’ve in addition tried to tour some of the southern states. A state like Tennessee is a core market for Patagonia, so you already have people interested. They would’ve found out about this online anyways.
  • A state like Alabama/Georgia aren’t big markets for this, and would be perfect to take such a campaign to.
  • I also would have created a specific youtube channel just for this tour, and funnelled patagonia followers to that specific youtube channel, to keep the content in one spot.

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Phase two-re-engagement

In order to re-engage the fans and the tour attendees, I’m thinking about having Patagonia/AMP agency host a fan meet-up at one of the big cities. This allows people to network with one another, share stories they have with the brand, and bring lots of fans into one space. Host a pop-up shop at the fan meet-up, and just overall keep the engagement going. Between now and the fan meet-up, design the next campaign and use the fan meet-up to advertise the new campaign. Give the fans maybe a discount or a referral code type thing, just something to keep the fans loyal to the brand and making them come back for more.