Virtue

London

CHALLENGE

Canada Goose has maintained a strong presence in the high performance market, but they weren't culturally relevant and needed to connect to their consumers in a more purposeful way. With brands such as Patagonia and North Face owning their competitive space with a solid platform, and Moncler at the other end of the spectrum owning the luxury space, we needed to define who we were. 

Canada Goose wanted deeper insights into a Millennial and Gen Z demographic, to help them transform from a functional performance brand into what they call a ‘head to toe’ lifestyle brand.

STRATEGY AND APPROACH

Our strategy was to empower the next generation, to find their truth and boldly explore new worlds. From digging deep into the identity and values of Canada Goose, we transformed their internal mantra into a brand platform idea: ‘Live In The Open’. This platform gave Canada Goose an ownable brand platform to unite its product lines and provide a north star for the brand today and going forward. 

‘Live In The Open’ is built to bring out that force of nature that lives within us all, it’s about the spirit of resilience and bravery and drives us to keep exploring, pushing ourselves to find our our path.

We brought the idea to life across social media and influencer play globally, activating the brand across social in a unique and ownable way - from TikTok filters to Snapchat Augmented Reality Try-on’s, the consumer got the chance to experience Canada Goose footwear anywhere in the world before purchasing, an innovative way to also pivot and tailor a comms strategy during the pandemic.

All assets were developed globally for in-store, OOH, digital, social and video.

CREATIVE

During the pandemic, we set our foundation with a few initial programs. 

First was our ‘Artist in Residence’ program (Summer 2020) where we partnered with five local artists around the world who expressed their interpretation of Live in the Open.

These interpretations filled store windows and became a beacon of light and inspiration for local communities. This in turn allowed Canada Goose to live at the intersection of art and style, remaining relevant during a time when window shopping became the norm - especially in Canada where stores weren’t physically open. 

As we emerged from the first lockdown, we continued to lean into the insight that people wanted protection, safety, and stability, but were also tired of being confined and held back, consumers wanted to feel an emotional and physical space.

Through a social video series, we partnered with talent across all walks of life, from an Olympic athlete and professional dancer to classical musicians, visually empowering others to own their space, push forward and break through no matter what they do or where they go. 



CANADA GOOSE FOOTWEAR

These programs formed the campaign launch for Canada Goose’s first-ever footwear collection, which was a huge shift for the brand to push beyond the Parka Coat, into consumer products.

The 360 global campaign went live in November 2022 and featured two Canadian Indigenous Activists and professional hockey players, Sarain Fox and Jordin Tootoo, as well as Romeo Beckham, someone who is chartering their own course while in the spotlight of two incredibly influential parents.  

Through their stories and relationship with nature, we were able to bring ‘Live in the Open’ to life in a truly authentic way.

GLOBAL REACH

We developed a full suite of 360 assets that were adapted regionally across the globe, focusing on their largest markets China, US, Europe and Canada. In addition to this, we created three unique and profile hero films featuring real stories from our each of our talents along with CGI product teaser videos. 

A brand challenge we had to solve was how to drive product appeal across consumer groups – the Canada Goose footwear needed a communications strategy that spoke to both the nature lover and city dwellers - heroing the craft, design and technology behind the product was key here.  

We brought the idea to life across social media and influencer play globally, activating the brand across social in a unique and ownable way - from TikTok filters to Snapchat Augmented Reality Try-on’s, the consumer got the chance to experience Canada Goose footwear anywhere in the world before purchasing, an innovative way to also pivot and tailor a comms strategy during the pandemic.

All assets were developed globally for in-store, OOH, digital, social and video.



RESULTS:

This communications campaign led to Canada Goose receiving extremely strong sales momentum, keeping the brand relevant and top-of-mind:

  • Most successful product launch to date
  • Media Impressions: exceeded KPIs by +242% globally 
  • Reported revenue of $460.2 million in Q4 2021 
  • Up 23.6% from a year ago - the footwear launch was their big creative push during that time 
  • Collectively this enabled the brand to develop its halo business across categories, from buying Footwear through Ecomm to larger UTP and basket sizes




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Canada Goose, 'Live In The Open'

Virtue took the existing Canada Goose mantra of “Live In The Open” and transformed it into a larger platform idea that supports all upcoming product lines and reaches a new audience with the global campaign launch for Canada Goose’s first-ever footwear collection.

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We'd love to chat

Virtue

+44 (0) 7919045982 monika.zalaite@vice.com