Challenge 

Raise awareness and affinity of The North Face brand amongst young Gen​ Z and Alpha audiences within growth markets of North American and Asia. Campaign creative should also hero the new iconic retro-styled Nupsie jacket. Since this target audience doesn't consume traditional media or heavily engage on Meta's social media platforms, emerging media and other channels primarily used by target audiences should be leveraged.  

 

Solution

Create a global metaverse presence for The North Face on Roblox—one of the largest online platforms amongst younger Gen Z and Alpha audiences. 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 to help drive awareness and engagement.