Gain From Earth & Give Back to Earth
“Earth is now our only shareholder”, said Yvon Chouinard, the founder of Patagonia.
“Instead of ‘going public,’ you could say we’re ‘going purpose.’ Instead of extracting value from nature and transforming it into wealth for investors, we’ll use the wealth Patagonia creates to protect the source of all wealth.”
Patagonia Provisions is always active the environmental front. It dedicates to work on environmental sustainability and instills knowledge about the nature, including landscapes, oceans, agricultures, and so on.
The brand value of sustainability conveyed by digital marketing has resonated with its target audience, the sort of environmentally conscious and upscale consumers. Loyalty has been further enhanced. Consumers would be more willing to purchase products from Patagonia Provisions than other competitors from canned fish industry since they believe the company’s environmental sustainability contributions thrive on supports from consumers. Their purchases could contribute to such a meaningful program for environmental protection which will benefit for the Earth and all human beings.
Stories and films are created and posted on Patagonia Provisions’ official website, Instagram, and Twitter, to convey messages of different aspects. For example, stories tell buffalo spirit and history of pacific salmon, while films interpret how to source ingredients and fishing stories.
Inspired by digital propaganda with stories and films, consumers will establish trust Patagonia Provisions’ products, and be more impressed and engaged by the brand essence of environmental sustainability. In addition to build up the brand image and enhance the customer loyalty, the digital marketing campaign enables consumers to feel engagement and interactivity as they know thoroughly about how canned fish products are made step by step, knowledge of fishing and ocean, and other intriguing backstage stories.
In addition to create informational writing and filming contents, Patagonia Provisions also create digital marketing contents to convey the coherence between the nature and its products. For instance, Instagram images show that 2 people enjoy eating canned fish from Patagonia Provisions by the lake. Another Instagram video encourage people to get outside and breathe. Though the video does not have even a frame showing the product, it resonate with its target audiences who tend to be more enthusiastic on outdoor activities, and certainly, canned fish is one of the best choices to be packed for outdoor.
The marketing campaign has achieved a great success, and will continue to contribute to the earth and the brand. Patagonia Provisions has been insisting on its core value, quality, integrity, environmentalism, justice, and no bound by convention all the time. The digital marketing campaign on environmental sustainability perfectly matches business’ core value, instills knowledge and assures product quality, and ultimately, boosts the brand image and customer loyalty. The marketing strategy differentiates Patagonia Provisions from other competitors from the canned fish industry for its dedication on social responsibility and environmental sustainability which is considered to be more responsible and respectful.
