The North Face’s The New Explorer

"Pattern" de proyecto
The North Face’s The New Explorer

THE CHALLENGE

From the mountain to the city, The North Face believes that the spirit of exploration lives in everyone, and it's the brand’s mission to spark it.

However, social media habits tend to make people watch others’ adventures rather than live their own.

So we used Instagram to get them off Instagram.

The North Face’s The New Explorer

The magic recipe

Curiosity + Courage = Exploration

"Let’s use the New Explorers´s influence to give courage to the curious", we said.

THE STRATEGY

1. Finding the New Explorers

We sought 4 diverse influencers who go against the norm, be it in the city, or out in the mountains.

They featured in inspiring videos aimed to give their already-curious audience the little push they need to challenge fear and routine, and apply to join the adventure.

2. They designed their own adventure 

The New Explorers invited their followers to join them on different journeys - each one had an experimental or personal element.

421
Applicants

221
Attendees

4
Influencer-led Explorations

The North Face’s The New Explorer

3. They went for it, then shared it with the world

The 4 experiences were captured and played out through social media in real-time:

And the content went far...

1,815,319

65,299

21,110

This Here +


Production
BIG Group
Guts & Glory productions
Leon Hargreaves
Beau Films
Alberto Bonardi 

Influencers
German Adventurer
Maire Mouroum

OKIEM
Sophie Everard

"Pattern" de proyecto

Curious marketers,

let’s explore your options! hello@thishe.re