Millennial males targeted in first ever mobile ad campaign from The North Face

The recent advertising campaign looked to target 18-34 year old males in Germany and Italy with compelling video content as part of The North Face’s wider ‘Never Stop Exploring’ global campaign.

Deployed with the help of young consumer specialists Millennial Media and using its Video PLUS ad unit, a full-screen interactive video appearing between app and publisher content, the video drew over 319,000 completed views in Germany and more than 114,000 in Italy.

 On completion of the video, four interactive buttons offered a more comprehensive experience, with the option to click through to local market websites or the global The North Face Facebook community. The ad drove engagement rates with local The North Face sites of 9.5% in Germany and 8.5% in Italy. There was also an option to replay the video, which drove the high volume of second completed views.

“The North Face’s customers are naturally adventurous, meaning only the spectacular will grab their attention,” commented Alessander Argenti, Junior Digital Marketing Manager, The North Face. “Having created such a compelling piece of video content, Millennial Media was not only able to help get it out to our target audience’s mobile devices, but also to achieve some hugely impressive results that demonstrate genuine engagement.”

“The appetite for rich video content is growing with faster connections via 4G devices and increasingly savvy users looking for evermore interactive experiences, making mobile video a powerful branding tool,” said Zac Pinkham, Managing Director, EMEA, Millennial Media. “As part of a suite of 10 new Video Advertising Solutions Millennial Media has recently released to the market, we’re focused on helping brand advertisers take full advantage of mobile video to reach and engage audiences at scale.”