The Problem and Objectives
The problem we saw with Patagonia was the perception consumers had about the brand.
Our objective was to improve our products and educate our consumers on those changes. Then change the perception of the brand by focusing on the purpose for using Patagonia products.
The Research
We used four methods of research to support our campaign choices, and they were:
secondary research
brand personification
accompanied shopping
direct interviews
Through secondary research there was a much larger sample size surveyed through Simmons Insights that we also used. The 36 were participants in the other three research methods.
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KEY INSIGHTS
Through our research, we found three common perceptions of Patagonia:
OVERLY FASHIONABLE, like one would see Patagonia more in the city than on a hiking trail
GREENWASHED, the brand oversells its environmentalism even if it is not doing as much as other brands
EXPENSIVE, the target market finds Patagonia products to be too pricey for how they would use it
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BIG IDEA
Our big idea is to change the perception of Patagonia
The original perception we received from the target market was:
Patagonia is too expensive, niche, and not the most functional for outdoor adventures
our desired thought:
Patagonia is the first choice consumer’s think of when planning their next outdoor adventure
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CREATIVE SOLUTION
NEW TAGLINE: ADVENTURE AWAITS
With this new tagline we plan on changing the focus from greenwashed ads and owned media to ads and posts empowering the consumer to take on the wild world with Patagonia’s durable and sustainable gear / apparel
Our campaign would consist of:
OUTDOOR ADS (concepts above): placed in mass transit areas like bus stops and subway stations
AUGMENTED REALITY: fun filters to make people feel like they have climbed Mt. Everest or gone to other iconic locations in Patagonia gear
OWNED MEDIA POSTS: posts on all our owned media that showcase exciting adventures regular customers and sponsored athletes have embarked on using Patagonia gear
MY ROLE
I had my hands in a bit of everything throughout this project, but my main focuses were on:
managing the team to designate other roles based on everyone’s skillset and keeping an open line of communication to set up meetings and check in on progress
conducting surveys and interviews
collecting some secondary data
developing and executing the creatives, specifically the concept print ads (seen above) and video ad concept (seen below)
developing and testing the new tagline and single most important thought based on our research of the target market
designing the deck in Canva
Video
