Outdoor clothing brand The North Face has strengthened its relationship with digital shop Share Creative by handing the agency its pan-European social media account, following a two-way competitive pitch with the incumbent on the business, 1000heads.
Share Creative first started working with the brand nine years ago and launched The North Face’s European Instagram channels in 2017. It has also worked on pan-European campaigns like live activation The Pinnacle Project.
The agency will now develop the brand’s consumer-centric proposition, through “always-on” social media activations and campaigns that put the audience at the centre of all activity.
Share has also been tasked with leading the all-new North Face Europe TikTok, Instagram and Strava accounts, where it will gain access to the brand’s extensive network of athletes, ambassadors and audiences. The agency will also use its tech stack to gain audience insights and metrics.
Founded in the US in 1968 to supply climbers, by the late 1990s, the label had expanded beyond outdoor enthusiasts by focusing on street couture and since the 2000s it is regarded as a streetwear style symbol label. It has been owned by the VF Corporation since 2000.
director of communication EMEA Jack Ibbetson commented: “Our mission is to inspire and equip explorers to live extraordinary lives, and our social approach sits at the heart of this. We’re excited to work with the Share team again to further this mission and continue to drive our message of Never Stop Exploring.”
Share executive creative director Alex Hill added: “The North Face and Share have long been ambitious and creative partners, and it’s hugely exciting to be scaling our collaboration.
“The brand and the entire outdoor industry is operating at an interesting yet critical time. The era of ‘Social 3.0’ – where users demand more authentic, creative and narrative-led content – has fully arrived, and it’s essential to build that emotional connection through relevance.
“Our commitment to thinking consumer, community and culture first to produce more original, human-led content meets that challenge head-on.”
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