In the world we live in today it can be risky for brands to align with a political party or to take a stand against something controversial. It can also be a great strategy.
Taking a stand and making a statement about what a company believes is right can make fans of their brand more loyal and want to support them even more than they already did. It can also draw new customers in and make them loyal to a brand.
However, making a political statement can isolate an entire group of consumers who will no longer support a brand because they have opposing political beliefs to your own.
North Face decided to take this risk.
The company started its #WallsAreMeantForClimbing campaign in 2017. It offered free climbing days in gyms around the world as a way to bring people together. The campaign was created to take a stand against President Trump’s plans to build a wall along the US and Mexican border.
On January 16th, North Face revamped its campaign when the government shutdown over disagreements related to funding for the border wall.
North Face tweeted a short video of a series of quotes about overcoming obstacles and breaking down walls.
One of the quotes included in the tweet was from a 2004 commencement speech President Trump gave at Wagner College. Mr. Trump said, “If there is a concrete wall in front of you, go through it, go over it, go around it. But get to the other side of that wall.”
The company then tweeted that it was opening climbing walls in several major US cities that would be open to the public. In combination with opening climbing walls to bring people together, the apparel brand also created a line of clothing with the quote “Walls are Meant for Climbing” written on it.
By choosing to directly take a stand against the President and his goal to build a wall separating the US and Mexico, it was taking a huge risk. However, the message the brand is spreading is positive. They are encouraging people to be inclusive, active, and to fight for what they believe is right.
North Face is a historically liberal brand, that isn’t afraid to take chances with their marketing strategy, even if it means potentially excluding conservative consumers.
On the company’s campaign website it reads, “Since 1966, we’ve seen walls not as obstacles but as opportunities, they are a chance to explore what we believe to be possible. They are a vertical proving ground for grit, perseverance, and determination. They taught us to trust, to work together, to create safety in partnership. They are mirrors that reflect the best versions of ourselves. Walls do not divide us, walls bring us together. Walls are meant for climbing.”
Remaining loyal to its company values is a strategy that has given the company lots of attention from the media and has made its campaigns go viral multiple times.
In a world where there is so much negativity and controversy, it is great to see a brand taking a stand while remaining positive and doing something that can bring people together in such a healthy way.
Image via REI.com.