Patagonia Advertising Campaign
Client: Student Project
Role: Production Artist
Size: 940p x 788p
Software: Canva
This assignment's goal was to create a marketing campaign for a brand of our choice.
It is important to note that Patagonia has boycotted utilizing Facebook for advertising due to it's proliferation of hate speach. Noting such, this advertisemnt can be adapted to any platform regardless, but the assignment required an objective view of platform demographics regardless of the companies beliefs.
The marketing objective was to increase consumer acquisition by 25% in the 50+ age breackets over the next 6 months for an overall increase in sales by 8%. This was to expand their reach to compete with The North Face's grasp on older demographics and increase spending in the generations that have the most disposable income.
The target audience were married men and women ages 50-65 who are retired and have an income of 90,000-150,000. They are sustainably minded, enjoy quality items, spend time outside, likely own a dog, and care about their health.
Chosing Facebook advertising allows for an easy measure of success metrics and website trafic, narrows the target audience, and is ulitmately the best place to access this age demographic.
The messaging strategy includes age specific rhetoric and images, emphasizes incentives for new customers, as well as shows real customers that show their clothes that have lasted a long time.
Using an image of an older man remaining active provides an ideal lifestyle that the target market can either relate to or strive to achieve (Şenol, 2021).
Referencing the age of the person the real person and the clothing they wear promotes long-lasting products and provides credibility to the product, its longevity, and sustainable consumption.
Sustainability is further referenced in the messaging, which nods not only to the investment into a person's health and clothing but also to the inability to price the earth.
Lastly, the call to action to shop now asks for customers to engage with the post and buy in the moment whilst the incentive of free shipping on a customer’s first order calls new people unfamiliar with the brand to go through the purchase without the commitment of shipping costs on top of item purchase
Plenty of the same themes persist in the second advertisement to maintain a cohesive campaign, such as the free shipping, shop now, and referencing age.
Using a photo of someone in action and part of the lower spectrum of the age demographic expands the target market for the campaign (Johann, 2018).
With the target market’s likelihood of dog ownership, the relatable language of dog years to emphasize the clothing and the subject having more years on them in of itself being good is ultimately attractive to a potential customer.
