Patagonia Workwear

KPIs: From 0 to 70K+ Instagram followers over one quarter, reached millions across Youtube and Instagram.

Storytelling not Selling: Building a new audience through the authentic representation of their target demographic in the stories told: real people, real gear, real labor. Keeping value pillars at the forefront: sustainability, diversity, authenticity and community.

Follower Funnel & New Organic Audience: Using cohesive branding, beautiful photography and collaborations with other Patagonia channels to “funnel” their pre-existing audience to the new channel.