During the pandemic, more people than ever were embracing the outdoors. After all, where else could we go but outside, given all our normal third spaces were persona non grata?

However, even though more people were in the outdoors, there were still stereotypes surrounding BIPOC audiences that loved the out doors and TNF still had a hard time reaching more diverse audiences that had decided to make the plunge.

The Insight: The paths we’re most comfortable taking are ones blazed by those that look like us, especially for underserved audiences.

How: We partnered with BDG & Bustle to launch the “Discover Your Trail” campaign.

Through talent-led videos and inspiring on-site features, we shed light on the organizations who are working toward equity in the great outdoors. By partnering with groups fighting against inclusion disparities (including TNF’s own Explore Council), we created a platform for changemakers to share their experiences, all the while increasing awareness of The North Face as a boundary-breaking brand whose mission is to help all people experience the power of the natural world.

Results: We were able to drive over 3 million impressions with a small budget, with above industry standard responses across Instagram and social extensions .