The North Face

The Ask

Raise awareness of The North Face’s new XPLR Pass loyalty program.

The Insight

Inspire exploration in Gen Z and millennial women by spotlighting an individual’s own journey to uncover wanderlust for the great outdoors.

The Solution

Travel blogger Talaya George stars in a visually-striking campaign across Bustle channels. Social content meets readers on the most exciting platforms for travel inspiration, while on-site executions allow for the opportunity to dig deeper into George’s story, providing content that’s both relatable and aspirational for millennials on a mission to see the world.

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@Bustle on TikTok

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The Year The World Went Exploring

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The Results

7.8M+

Total Media Impressions

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4.1%

Social ER on Bustle Native Article

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Readers more likely

to agree that the brand has fashionable footwear, is high-quality, & is something they’d be proud to wear (Source: Nielsen Content Effectiveness Study, 2021)