In a marketing campaign idea that even the least intelligent Internet user could have told you was a terrible idea, North Face decided to publicly announce earlier this week how they were playing the results of Google Search to promote their products. uploading photos of them to high traffic Wikipedia entries.
North Face even prided itself on its success with a short two-minute video detailing how famous shots were exchanged for similar-looking photos showing the location of the North Face product, which inorganically extracts North's visibility Face in Google results. The opening of the video showed a graph of a Google search bar that was filled in real time with the words: "How can a brand be the first in Google without paying anything for it?"
Now, the brand is I apologize for the Move, and for having affirmed it worked with the owner of Wikipedia, the WikiMedia Foundation. And, in an interview with The New York Times North Face also claims that it was the cause of the lack of communication between the company and an independent distributor outside the US. UU
We deeply believe in the mission of @Wikipedia and we apologize for participating in activities that do not agree with those principles. With immediate effect, we have completed the campaign and continue to make progress, we are committed to ensuring that our teams and suppliers are better trained in the policies of the site.
– The North Face (@thenorthface) May 30, 2019  "We deeply believe in @ Wikipedia's mission and apologize for participating in activities inconsistent with those principles", the company wrote on Twitter yesterday in response to a publication of the official Wikipedia account discrediting the claim that he had worked with North Face on the project. "With immediate effect, we have finished the campaign and we are moving forward, we are committed to ensuring that our teams and suppliers are better trained in the policies of the site."
The Wikimedia Foundation did not compose words in its own blog post. "We were disappointed to know that The North Face, an outdoor recreation products company, and Leo Burnett Tailor Made, an advertising agency hired by The North Face, an unethically manipulated Wikipedia," the organization wrote in a blog published yesterday. . "They have risked their confidence in our mission for a short-term marketing trick." The organization said it only realized the tactic once the details of the ad campaign were disclosed in a report by Ad Age on Tuesday.
According to The New York Times North Face has numerous independent distributors who are responsible for marketing and selling their products in various territories around the world. One of these distributors, located in Brazil and with the exclusive rights to market and sell North Face products in the region, hired an advertising firm called Leo Burnett Tailor Made, a division of the largest advertising firm, Leo Burnnett. So it was Leo Burnett Tailor Made who decided to bet on Wikipedia, and it was the Brazilian distributor, and not anyone from North Face, who finally approved the campaign, the company says.
In a statement to Ad Age the North Face Brasil CEO, Fabricio Luzzi, defended the tactic, apparently appealing to the philosophy of "any press is good press". "Our mission is to expand our borders so that our consumers can overcome their limits," he said. "With the" Top of Images "project, we achieved our positioning and place our products in a fully contextualized way as elements that go hand in hand with these destinations."
It seems that North Face does not agree.