“How can Roots strengthen their reputation?”
Case Study
Timeline
4 Weeks
My role
Strategy Director
About
Proposing strategies to enhance Roots’ reputation by addressing concerns about reduced authenticity, transparency, and a sincere devotion to diversity, employing thoughtful branding and strategic initiatives.
Teamsize
3 Members
introduction
An outdoor lifestyle brand, made for your everyday adventures
Roots Canada is an iconic Canadian heritage lifestyle brand founded in Toronto since 1973. Renowned for its high quality apparel and leather goods that merge comfort and functionality with classic timeless style.
RTBS
Authentic Canadian Heritage
Superior Quality
Ethical & Eco-friendly
brand values
Community
Genuine
Integrity
Freedom
insights
“I feel proud and empowered whenever I can express my believes and support the community I’m a part of ”
Root Strengths
Canadian heritage inspired, high quality lifestyle apparels
target audience
Gen Z, Young Millennials (25-30) who value high quality materials and durable clothing that offer classic and timeless style
competitors
Lululemon - Lifestyle athletic wear innovation and community
The North Face - Outdoor lifestyle wear with comfort and functionality
Uniqlo - Urban lifestyle wear that affordable and functional
benefits
Functional - High quality, sustainable and durable clothing
Emotional - Connection to authentic Canadian Heritage
Sensory - Comfort from quality craftsmanship and timeless design
COMPANY OVERVIEW
“MADE TO BE MEANINGFUL”
GoAL
Looking for timeless pieces that are versatile and stylish, and that align with her personal values.
CHALLENGE
Struggle to weight the balance between style, quality and ethical fashion
Persona
Emma Louise
She/Her, 25
Location: Toronto, ON
Occupation: Artist
Marital status: Single
BIO
Emma is a vibrant, creative fashion enthusiast who priorities comfort and quality. She’s passionate about finding stylish versatile pieces to make her wardrobe more sustainable while still reflecting her unique, stylish fashion sense.
GoAL
Looking for timeless pieces that are versatile and stylish, and that align with her personal values.
PHASES
Discover
Research
Visit
Purchase
Share
Touch Points
Website,
Social Media, OOH
Website,
Social Media
In-store, OOH
In-store, Website
Social Media,
Review on website
Feelings
“Does this product made of 100% natural materials?”
“How can I make this fits with other clothes in my wardrop?”
“Are there any promotion?”
“This person have a nice matching looks”
“The texture is really comfortable and it fit me well”
“The staffs are really helpful”
“This is so pricey, I hope I will not regret buying it”
“How long do I have to wait for the delivery?”
“I need my friends to see my perfect fits today”
Actions
See Roots ads on social media / website banner / OOH
Browsing products on website /
Look through reviews
Try product in store
Buy from in-store / online store
Wear and share their looks on their social media
CLIENT BRIEF
CHALLENGES
Roots faced challenges when it was perceived to contradict their values regarding in its lack of authentic representation and engagement with the Indigenous Canadian community. This misalignment has negatively impacted Roots’ reputation, profit margins, and customer trust in the brand’s authenticity.
Objective
The campaign objective is to restore and strengthen its reputation, Roots must realign its marketing and branding strategies to genuinely reflect its commitment to inclusivity and diversity, with a renewed focus on authentic representation and meaningful engagement with all communities, including Indigenous Canadians.
SMART
SPECIFICS:
Increase engagement:
Increase Positive engagement by the end of the campaign.Enhance brand reputation:
Include more diversity and inclusivity in their marketing to increase brand reputation (Digital and Email Marketing).Implement CSAT Survey:
Embed CSAT survey in email subscription process for customer who recently purchased a product.Encourage others to express themselves using Co-create
Partnership to co-create with 4 different artist of different background for our apparel before the campaign.
MEASURABLE:
Engagement Metrics:
Monitor CTR, social media interactions to ensure an increase of 15% in engagement by the end of Campaign,Increase 10% on website traffic using Google Analytics,
10% increase on open & click in email marketing.
Reputation Metrics:
Brand analysis tools to track positive mentions and review related to diversity, inclusivity.CSAT Track:
Track CSAT response rate and overall satisfaction score on ACSI.
ACHIEVABLE:
Leverage existing brand loyalty to introduce and promote the new diversified-focused campaign.
Collaboration with diverse content creators.
RELEVANT:
Alignment with brand values:
Strengthening Roots value of inclusivity, authenticity, community, diversity.
Enhance brand Loyalty:
Deepen an emotional connection with customers.
TIME-BOUND:
Marketing Campaign (4 months)
SIX CREATIVE BRIEF
GOAL
Rebuild Roots reputation as a brand that aligns to its core value
TARGET AUDIENCE
Age 25 - 30 & current customer base
PROBLEM
Perception that Roots lack of authenticity, transparency and a genuine commitment to diversity
INSIGHTS
Roots connects you to a community with mutual understanding that you are comfortable with who you are
SMP
Roots a brand that gives a sense of belonging
ACTION
View Roots is more than just an apparel brand but a brand that welcomes everyone of different background
Worries about Roots authenticity and commitment to diversity
Believe that Roots values the importance of each individual’s background
Showcasing the diverse participants in the Roots Community
SOLUTION OVERVIEW
RECOGNISE ALL ROOTS
The “Recognize All Roots” campaign celebrates the unique roots of individuals from diverse backgrounds, cultures, sexualities, and body types, bringing them together to form a vibrant community.
This campaign encourages Gen Z and Millennials to connect and express their individuality through co-created apparel that reflects their personal stories and values.
Align with Roots Value
recognize the importance of where you come from
Combat critics & create postivie change
Advocate for empowerment
Highlight on the diversity in our community
Showcase that Roots values individual’s origin
Address the issue & collaborate with others to embrace differences
Giving back to the community and foster empowerment within the grassroot organizations
Sneak Peek Artist
EDM and website newsletter to showcase the artists that will be involve for the designs
Personalized Patch / Apparels
Explore our exclusive collection of patches and apparel designed by our 4 artist. Unique creation will be available on website for purchase
Museum Exhibition
Present Roots production history, featuring iconic pieces from every era, starting with their first product the “Negative Heels”
SOLUTION DETAILS
To provide an interactive experience
Customers will purchase our iron-on stickers to personalize their own items. By sharing their unique designs on social media content to make consumer engage with others.
Kathryn Bernardo
10:30 AM
Like
Share
Just got my hands on the coziest hoodie from #roots
7
3 Shares
We partnered with the ROM museum to create an exhibition that brings our brand’s story to life. By sharing this on TikTok, we aim to make culture and creativity accessible to everyone, bridging the gap between fashion and art.
Roots x Willow Harper
Weaving Heritage into Modern Style
The Roots x Willow Harper Collection features a limited-edition line of apparel and accessories that blend Harper’s signature woven patterns with Roots' timeless craftsmanship. Each piece in the collection tells a story, with designs inspired by the natural beauty of Canada’s landscapes and the rich tapestry of its Indigenous cultures. From cozy knit sweaters to hand-embroidered bags, this collaboration captures the essence of Canadian identity—rooted in history, yet ever-evolving.
Collaborating with four diverse artists to create unique iron-on patch designs that celebrate Canadian heritage and promote inclusivity. Through artist profiles interviews, and content, we’re showcasing the richness of Canadian diversity.
Kathryn Bernardo
10:30 AM
Like
Share
Just got my hands on the coziest hoodie from #roots
7
3 Shares
Terms and Conditions: Offer valid only for participants of the Sticker-On event and ROM museum exhibition. Discount applies to selected items only. Promotion available until Dec 18, 2024. Cannot be combined with other offers or discounts.
Exclusive discounts for participants:
Enjoy 30% off selected items as a thank you for joining our Sticker-On event and ROM museum exhibition participants.
CAMPAIGN ROADMAP
01
Pre-launch
: Awareness
02
Launch
: Consideration
03
Maintain
: Engagement
04
Evaluation
JAN 2024
Evaluation for further marketing plan
Vanessa Yong © 2024
Designed with Figma built on Framer.