The North Face / Backpack Finder
Objective / Drive back-to-school backpack sales and position The North Face as the category leader by reinforcing product expertise, quality, and variety of styles. Simplify online shopping experience with an easy-to-use Backpack Finder.
Strategy / Research customers' top product concerns and leverage for the Finder navigation. Reinforce lifetime guarantee—a key brand differentiator—in key placements: in the introduction to the Finder and again on its results page. Target key customer groups through email to drive sales in the top three backpack categories.
Results / Generated $2M+ in online sales, a +200% year-over-year growth. Email campaign contributed over $250K in e-commerce sales.
Channels / E-commerce site, email marketing campaign
Roles
- Creative project management
- Cross-functional collaboration
- E-commerce strategy
- User Research
- User Experience
- Visual Design
- Digital production
