Canada Goose Wants Shoppers to Know It’s More Than Just Parkas
The brand plans to market the film, which links together a series of Mr. Zahab’s photographs, through social media channels. The new effort is the second phase of Canada Goose’s first global push, which debuted in the fall. At the time, the company, which has sales near $300 million according to reports, showed a four-minute adventure film directed by Paul Haggis. Mr. Spreekmeester noted that the fall campaign resulted in a 500% uptick in Canada Goose searches, as well as over 62 million out-of-home impressions and 30 million views of the video. Though he declined to provide specifics on spending, he said that the brand has increased its spend over last year when it focused on in-store retail executions.
“This is more of a brand play,” he said. “We want to invest in the category but it’s a much more coordinated campaign.”
