Challenge 

Raise awareness and affinity of The North Face brand amongst young Gen​ Z and Alpha audiences, also promoting the iconic retro-styled Nupsie jacket. Since this target audience doesn't consume traditional media or heavily engage in the Meta social media platforms emerging media should be leveraged.  

 

Solution

Create a Metaverse presence for The North Face on Roblox—one of the largest online platforms amongst younger Gen Z and Alpha consumers. By creating both in-game experiences, give-away events and avatar items the brand is fully integrated into the existing user experience and behavior. Therefore the brand will be seen as a contributor and not a disrupter to this community, increasing affinity and awareness for the North Face and its products. A brand campaign and content for TikTok and Snapchat were also created to help drive initial engagement.