The North Face Renewed
The North Face’s official recommerce platform, offering certified, refurbished jackets, fleeces, and gear at 40–60% off retail.
The product was never the problem. Distribution was.
The model was straightforward: pay creators to make sponsored content, then pay again to put it in front of people. The costs add up quickly.
The old playbook has a ceiling. Scroll and watch it hit.
The Audience
The Framing
The Engine
01
We didn’t chase a new audience. We found our positioning inside one that already existed.
Fashion-conscious Gen Z and young-millennial women were already deep in preloved culture. Renewed just needed to earn a place in it.
02
We didn’t promote Renewed. We made people feel like they discovered it.
Content that doesn’t feel like an ad, it feels like a find. “Why have I been paying full price?” Every video hooked fast and ended at Renewed.
03
12 accounts. 480 videos.
One good video can hit, but you can’t order a hit on demand. So we didn’t bet on one, we made enough for the algorithm to find its own winners.
Same hook style, same CTA to thenorthfacerenewed.com, every account, every day. As they built credibility, Renewed kept resurfacing from different faces in the same scroll, until it felt less like an ad and more like something everyone was already talking about
480 videos
10,704,378 cumulative views
53 videos
crossed 10,000 views
18 videos
crossed 100,000 views
3 videos
crossed 1,000,000 views
The algorithm chooses. We give it options.
Most content won’t break out. That’s the point.
The winners start to separate.
The hits weren’t luck.
You can’t predict which video will break out. You can only produce enough volume to give the algorithm options.
Out of 480 videos, 53 crossed 10K. The system isn’t built to make every video a hit. It’s built to find the ones that are.
18 output videos crossed 100K. A small share of the output began driving a disproportionate share of attention and traffic.
Three videos crossed a million views. You can’t manufacture the outlier. You can build a system that produces enough opportunities for one to emerge.
The
proof
10,704,378
The
proof
TOFU creates demand. BOFU captures it.
Top of the Funnel
Built to maximise distribution. Broad, relatable formats get people to stop, watch, share, and engage. The goal is to reach as many relevant people as possible and let the algorithm find the audience.
Bottom of the Funnel
Built to turn attention into action. Site walkthroughs, product details, price comparisons, and explicit CTAs give interested viewers a reason to click and buy.
The highest-reach videos aren't necessarily the ones that drive the most purchases. What makes something shareable is often very different from what makes something persuasive.
10M
Views across 480 videos, zero paid
167,475
Incremental visits in December, Month one
3,349
Additional orders at a 2% site conversion rate
~$400k
Incremental revenue in December alone, ~120 AOV