Patagonia launched a common threads initiative to encourage consumers to reuse, recycle, reduce, reimagine, and repair worn Patagonia items. The initiative included advertising the program on Patagonia's website and social media channels like Instagram and YouTube, as well as a blog where consumers could share stories instead of the company. The goal was to increase the number of items sent in to be fixed and to promote environmentalism.

1. Patagonia’s Full Digital
Strategy

2. Branding Patagonia’s Common
Threads
Initiative

3. Target Market
Current Patagonia
users

4. Big Idea
Advertising consumers
using initiative

5. Website
Instagram and
You-Tube

6. Blog
Told by consumers
not the company

7. Pull it all together
Forum for consumers to
create awareness to
Reuse. Recycle.
Reduce.Reimagine.
Repair.

8. Price

9. Success?
Increase in # items
sent in to be
fixed

10. Summary
environmentalism