Patagonia’s Famous Marketing Campaign and How You Can Learn From it.

When you think of Black Friday, what comes to mind? Most likely, it’s images of crowded stores and shoppers scrambling for deals. But in 2011, Patagonia decided that Black Friday was an opportunity to make a statement about brand identity rather than just offer sales. This approach has since become a model for other companies looking for ways to stand out from the competition. Let’s take a look at how Patagonia did it and why their example is so important. 

In 2011, Patagonia took a gamble on Black Friday by asking their shoppers not to buy their products. Instead of offering deals, they ran an ad with the hashtag #dontbuythisjacket with a picture of one of their most iconic products, the Synchilla Fleece Jacket 🤯.

The message was simple: don’t buy our jackets because we already have enough jackets in circulation. This approach flew in the face of traditional Black Friday strategies which are based around encouraging people to purchase more items than they need. It also showed customers that Patagonia cared about sustainability and reducing waste instead of simply increasing profits.

Patagonia’s unorthodox approach paid off big time! The campaign generated national media attention which resulted in increased brand recognition and loyalty among customers who connected with its message. It also opened the door for other brands to follow suit; companies such as Everlane, Warby Parker, and Reformation have all adopted similar approaches when it comes to their own Black Friday marketing campaigns.

Patagonia’s campaign also proved that sticking to your brand identity can be more effective than offering discounts or sales promotions when it comes to getting people interested in your product or service. Customers today are savvier than ever before and are looking for brands that align with their values; if your company can provide that connection then you will be well on your way towards success!

“Customers today are savvier than ever before and are looking for brands that align with their values; if your company can provide that connection then you will be well on your way towards success!”

Patagonia's bold move on Black Friday back in 2011 shows that sticking to your brand identity is key when it comes to standing out from the competition and connecting with customers on an emotional level. Through its sustainable approach and message-based marketing campaign, Patagonia was able to create a strong bond between itself and its customers which has only grown stronger over time due to its commitment to quality products and values-driven initiatives such as #dontbuythisjacket. By taking this approach, other companies can also achieve success by staying true to themselves while connecting with their audience on a deeper level!

Clear brand guideline, including messaging isn’t just reserved for the big guys. Let’s see how clear brand messaging can work for you and your business 🙌.