The North Face believes in the spirit of exploring and conquering new realms. But after 3 years of on-and-off lockdowns in China, people have become accustomed to staying indoors. China’s tourism revenue dropped to a mere 60% of pre-pandemic levels. How can the brand spark interest in Outdoors apparel, and inspire homebodies to “Never Stop Exploring”?

Idea: TNF to NFT

Three hero TNF Outdoors-wear were transformed into limited edition NFT exploration sites. The topography is based on real, famous outdoors spots where you can best explore with TNF hero products. People raced to own these real estates in the Tmall metaverse. But these digital collectibles cannot be purchased, they must be earned.

TNF brand has always resonated with people who are into outdoor sports. However, due to China's pandemic policies in the last 3 years, tourism and outdoor sports industries have taken a big hit. Enthusiasm for outdoor physical activities is waning, and interest in the metaverse is growing.

This campaign focused on attracting a new, younger set of consumers who love exploring online experiences and games. For them, Virtual and Real experiences are not seen as separate concepts. Mobile New Retail is a way of life.

The brand transformed real TNF outdoor wear into NFT exploration sites. These digital collectibles lend a fresh way to explore the outdoors.

Three hero products were transformed into limited edition NFT Exploration mobile sites on the Tmall metaverse. These showcased famous outdoor spots and terrains best explored using the specific TNF outdoor wear. The digital real estates cannot be purchased, they must be earned.

Clues were released across China’s digital landscapes, influencers, and offline events. The 3 products were launched at different times. People must race to find and grab the real products on mobile apps. The first ones to own the real products also got to own the NFT real estate.

The success exceeded expectations. The campaign drove considerable sales growth on eCommerce, not just on the hero products. Brand buzz also went up, at a time when traveling was down.

24% total sales increase during the campaign period.

Summit Jacket: 800+ sold in 60 minutes.

Nuptse Jacket: Sold out within 48 hours of launch.

Vectiv Trail Shoes: Drove CNY500,000+ eCommerce store turnover

30% increase in Followers at the TNF Explore Pass CRM