Case Study: Patagonia’s Gift Guide Campaign
Our digital advertising strategy for Patagonia’s holiday gift guide
For Patagonia’s annual Holiday Gift Guide campaign, we worked with the brand to communicate the technical benefits of their gear, the environmental values of the brand while, as well as simultaneously driving sales.
Patagonia is known for their non-salesy messaging, though — and that’s not just limited to their famous ‘Don’t Buy This Jacket’ ad. Their creative assets aren’t as openly commercial as other retailers, so our strategy needed to be smart.
Converting High-Intent Customers With A Diverse Platform Mix
We developed a phased, two-month campaign to guide customers through the sales funnel. The strategy was closely aligned with the festive and consumer calendar in the brand’s key European markets. For example, we started promoting digital gift cards after last shipping dates so that customers who leave their shopping to the last minute could still grab something for their loved ones in the nick of time.
From generating exposure for the brand, to driving clicks, to converting high-intent customers into buyers through targeted remarketing, we ran our full-funnel campaign across DemandGen, Snapchat, Pinterest, Reddit and YouTube.
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A key strategic decision was to integrate Reddit into the channel mix for the first time. After experience using Reddit in other brand and e-commerce campaigns, we were confident that the platform’s communities could offer significant conversion potential. Subreddits can get pretty niche, and we’ve got a good understanding of where Patagoniacs hang out. Our in-house ad experts worked closely with the Patagonia Europe team and Reddit reps to optimise these results.
We were also delivered a suite of assets tailored to parents of active kiddos, featuring kids doing what they do best: playing outside. We set aside some budget to get these ads in front of parents and the results were on a par with the larger campaign.
Campaign Results: Exceeding ROAS Targets
By combining our tried-and-tested strategy with trialling new platforms, we were able to reach an impressive 13.02 average ROAS in the conversion phase. The most receptive market was France, where our return on ad spend surpassed all targets at nearly double the average of the overall campaign.
Even though we’ve been Patagonia’s digital marketing partner for nearly a decade, we don’t just ‘plug and play’. We take time to monitor and build on data-driven insights so we can find new avenues for growth and make sure we’re hitting the KPIs that matter. We were pleased to not only have met, but exceeded goals set by Patagonia for this campaign, with over 85 million impressions and an impressive ROAS.
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Read about how we delivered 100 million impressions for a Patagonia product campaign.
