Scaling New Heights:
Performance-Driven Social for The North Face
The North Face
Role
Creative Direction
Art Direction
Motion Design
Agency
WITHIN
I led the paid social creative AOR team, seamlessly integrating with the brand’s in-house team to develop and deliver on-brand, high-impact paid campaigns. Acting as both creative partners and production consultants, our agile team consistently surpassed KPIs across social, display, and OOH channels, driving measurable results and elevating the brand’s presence.
Challenge
Elevate conversions and amplify brand presence for The North Face in a fiercely competitive paid social arena—all while navigating tight deadlines and maximizing impact with a lean, efficient team.
Solution
Created captivating on-brand, audience-focused creative backed by research, performance testing, and optimization, maximizing ROI and ensuring seamless delivery through an efficient workflow.
The Creative
Over the course of the year, my team and I launched a dynamic range of campaigns across paid social platforms, targeting key segments such as:
Elevated Product (EP) Focus
Monthly Evergreen (EG) Refreshes
New Store Openings (NSO)
Seasonal Activations & Offers
In-Store Retail Driving Creative
Each initiative was crafted to engage and convert, driving results across diverse customer touchpoints.
Main platforms we created for:
Facebook, Instagram, TikTok, Snapchat, Pinterest, Reddit, YouTube, Spotify, Google Performance Max, Waze, Locala, Display, OOH, Print
Parkas
EP-Campaign Example
The North Face parkas combine premium insulation, durable materials, and modern design for both extreme cold and everyday wear. We aimed to highlight their cold resistance and comfort features.
The Approach
We crafted targeted Parka creative for diverse audiences, bringing the ’73 Retro and other styles to life through a mix of personas, settings, and product highlights—testing and refining to discover what truly resonates with the parka-wearing group.
Output: Facebook, Instagram, TikTok, Snapchat, Reddit, Pinterest, YouTube, Display, DOOH
VS
Pinterest Testing
Though most ads ran on most platforms, for Pinterest we also wanted to make a video focusing on the urban wearability of the Parkas.
The urban environment ad was run against an outdoor version to see test would receive more engagement.
New Ad Formats
TikTok Story Selector Ad
This new ad unit had just dropped, and TikTok told us about it. We pitched the client the functionality, and created an execution for Parkas where you watch an overall introductory video, and then have to choose to either watch one of two further videos, or click the CTA.
The selectable videos each featured a different Parka, with details about each, as well as a name-drop of the TNF athlete wearing it in the photos.
SUMMIT SERIES
EP-Campaign Example
The North Face's Summit Series is high-performance gear for extreme conditions, featuring advanced materials, proven durability, and sustainable design. It is designed for wear by extreme athletes, at the edge of what’s possible.
The Approach
We spotlighted the incredible destinations this product unlocks, highlighting key features that blend cutting-edge technology with universal appeal.
Output: Facebook, Instagram, Reddit, Pinterest, Display, DOOH
TRAVEL GEAR
EP-Campaign Example
For the brand’s travel gear, we emphasized its rugged durability, adaptability, and comfort, capturing the attention of adventurers in search of reliable, hassle-free travel solutions.
The Approach
With no video footage available, we got creative by transforming still images into dynamic video ads. By experimenting with flat lay compositions, we turned them into engaging stop-motion animations, adding versatility and energy to the campaign.
If we could do this over again, I would leverage AI (which wasn’t as advanced yet by this point in 2024) to bring these images to life and use them as video.
Output: Facebook, Instagram, Reddit, Pinterest, Display
New Ad Formats
Pinterest Quiz Ads
The Pinterest media team introduced us to their exciting new interactive Quiz Ads, and we couldn’t wait to dive in! These ads engage users with fun, personalized questions, offering tailored results that create an immersive experience.
Driven by the potential, we launched a series of Quiz Ads, using this innovative format to spark engagement and connect with audiences in a whole new, dynamic way.
Results:
95% Quiz Completion Rate
(Benchmark 84%)
Back To Campus
EP-Campaign Example
The North Face backpacks seamlessly blend durability, comfort, and sleek design, making them the ultimate choice for campus life. With features like laptop compartments and spacious storage, they offer both practicality and style for every adventure.
The Approach
A challenge—crafting messaging that resonated with both students and adults—appealing to parents for kids’ packs while directly connecting with adults for the more sophisticated, grown-up styles. We showcased the versatility across the entire range, highlighting the perfect fit for every lifestyle.
Output: Facebook, Instagram, TikTok, Reddit, Pinterest, YouTube, Display, PMAX, Waze
Learnings
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Test ,Test, Test
We deeply embraced testing to find what works best, boosting results and maximizing our budget.
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Slim Process
A streamlined art-file, feedback, comm, and QA workflow were the secret to fast-paced, high-quality work.
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Small & Fast
A small, specialized, skilled, and fast team can often deliver high-quality work as effectively as a large one.