Project Description
Patagonia – Media Publicity (2017)
In order to promote Patagonia’s “Wear Responsibly” campaign, featuring warm jackets made of recycled, animal-friendly, or fair trade materials, we created a news hook by conducting a survey for Patagonia to gauge consumers’ awareness on insulation jacket for outdoor activities/travelling from a responsible consumption perspective, as well as their shopping behavior.
Results:
The survey results were used to create a backdrop of the media pitch which eventually resulted in 16 news stories which effectively communicate Patagonia’s concept of “Wear Responsibly”.