THE NORTH FACE MOVES MOUNTAINS

The North Face SHE MOVES MOUNTAINS brand campaign seeks to shed light on the stories of remarkable women achieving great things in the world of exploration, consequently inspiring other females to get out there and get exploring…

THE CHALLENGE

Launch the EU remit of a global campaign – Move Mountains - a global movement to change the face of exploration by celebrating and sharing the stories of adventurous and courageous female explorers, and by doing so, enabling a new generation of fierce, confident women 

THE SOLUTION

Hosted a launch event to kick-start the roll-out of the campaign, inviting media, influencers, The North Face Community & industry spokespeople to be inspired not only by event speakers, but the brand’s legacy promise - engaging in activism to enable the next generation of explorers, and a business commitment that impacts everything from representation in marketing campaigns to investment in product design. Ran a hugely successful influencer project to on-board inspiring women from all walks of life – activism, popular culture, sports & fitness etc. – engage their social following, shoot brand content and bring together all stories in a campaign legacy book. Managed an ongoing media partnership with Huck magazine to tell the stories of those involved and hosted an influencer preview breakfast to showcase new retail story.

RESULTS

• The EU campaign reached over 24 million people, across social networks and media channels.
• In the UK, we hosted more than 115 attendees at our launch event, including 76 media, influencer & industry attendees
• 54 influencers were on-boarded, photographed and engaged in social campaign for launch activity, with more than 130 individual social posts to date from our events, shoots and unveiling of the legacy book; an social influencer reach of over 1.8 million…