The North Face
Campaign strategy and communications for the AW17 concession launch — culminating in the brand's biggest mountain festival activation to date in Chamonix.
The Context.
The North Face needed a cohesive campaign strategy to launch their AW17 range across concession stores throughout the UK and Ireland — delivering both on-brand consistency and store-level relevance across a complex retail ecosystem.
Anchor & Dash was brought in to support the UK Marketing Team across campaign strategy, internal communications and launch materials.
The Challenge.
Working with a brand of this scale is not about reinventing. It is about delivering within a strict framework — at pace, to standard, without compromise.
Maintaining tone of voice and brand integrity across a diverse retail estate
Translating campaign objectives into clear, audience-ready messaging
Producing materials spanning internal education, influencer campaigns and in-store POS
Working within established approval processes at the speed required for a seasonal launch
Ensuring outputs met the quality bar expected of a global performance brand
The Outcome.
The campaign rolled out across national retail partners including Snow+Rock, regional stores and key outdoor events — culminating in the brand's biggest mountain festival activation to date at their event in Chamonix, France.
Strategy, guidelines, posters, out-of-home campaigns and in-store POS all delivered on time and to the standard the brand demands.
STRATEGY.
The strategic challenge was creating a campaign framework that worked nationally and locally — consistent enough to protect the brand, flexible enough to suit each concession environment.
Concession campaign strategy for AW17 range launch
Audience and messaging clarity for retail and event contexts
Internal communications framework for the UK marketing team
Influencer campaign direction aligned to brand guidelines
SYSTEMS.
Full suite of campaign materials produced to brand standard
Internal education materials for concession store teams
Out-of-home and in-store POS across the retail estate
Event activation materials for Kendal Mountain Festival and Chamonix
SCALE.
National rollout across Snow+Rock and UK concession network
Regional event presence at Kendal Mountain Festival
Culminating activation at The North Face Mountain Festival, Chamonix — the brand's largest to date at that time
If your business has vision and momentum but lacks strategic marketing architecture, we can help.