Patagonia starting running this pitch back in 2011. According to Bloomberg, the campaign was responsible for $150+ million worth of new apparel, helped open 14 new stores & increased sales by almost a third.
This highly successful ad campaign ran for several years starting in 2013 (including a full page ad in the New York Times) with amazing results. On the surface,...View More it seems like environmentally-focused Patagonia is just telling you to buy their jacket for the sake of reverse psychology, but it's much deeper than that. Not only did they leverage the psychology, they also made their sustainability message stronger as what they're really saying is don't the buy jacket if you have an existing one that's still wearable. In fact, they actually offer free repairs on their jackets. This may seem like a big cost, but it's actually a savvy strategy to get new customers as well as aggregate data from existing, loyal customers. The company tracks order repair data along with purchase history to help identify the sports a customers likes & send them personalized stories based on the acquired data.
According to Bloomberg http://www.bloomberg.com/bw/articles/2013-08-28/patagonias-buy-less-plea-spurs-more-buying, In 2012, Patagonia sales increased almost one-third, to $543 million, as the company opened 14 more stores. Their revenue ticked up another 6 percent, to $575 million and overall, the pitch helped crank out $158 million worth of new apparel.
Don’t Buy Ad Campaign from Patagonia Swiped in April 2015 Ran 2011-2014
What made Patagonia's campaign so powerful is that they used the effectiveness of reverse psychology while creating better awareness of their messaging. It's an example of a high-level marketing hook that hits multiple objectives. It's a reminder of just how far a great big idea & marketing hook can take you. It pays to spend the majority of your time on the big idea.
As much as Patagonia is all about getting out their sustainability message, they clearly did this with the purpose of increasing their sales. Remember that the more profit, the more people you can afford to reach & get your message across to. You need a combination of both & Patagonia nailed that.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
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