Patagonia

Category Product Marketing Strategy

Over the course of two years, I helped Patagonia Workwear harness digital tools to reach new customers and boost sales while preserving the brand's human narrative. Our goal was to raise awareness for their new product line and achieve strong growth without compromising the Patagonia brand. We developed a testing framework focused on new audiences and key product features. Under a unified creative strategy, we launched a seasonal campaign across seven channels to discover what resonated most with our target audiences and which channels drove the highest engagement.

The true result of this effort was showcasing how Patagonia could stay true to their brand and utilize storytelling to sell products. Not only did we see a 3x ROI, but our efforts also helped guide the foundations of the Workwear brand and it’s evergreen, always-on efforts both off and online through sophisticated insights that came from the campaign data.