We created a mobile experience to take the Worn Wear message from coast to coast, stopping in Patagonia’s core markets and areas with a high density of people sharing the company’s values. The vehicle for this roving community was Delia, a biodiesel-converted Dodge truck with a beautiful wooden canopy designed by San Francisco surfer/artist Jay Nelson. Through this epic road trip, we shared our message directly to people along the way. And by covering the trip on social media, we spread it even further.
The 7-week tour started in the California Bay Area and headed east, stopping at major Patagonia markets and smaller prospective markets along the way. At each stop, Worn Wear tour team members mended and repaired used garments and shared valuable tips to DIYers. We also sold used Worn Wear merchandise through Delia’s pop-up shop.
Thanks to a well-articulated strategy that blended PR, digital/social and guerilla marketing tactics, we made sure Delia arrived to excited crowds at each stop. We took the Worn Wear message to college campuses, transit stations, outdoor community boards and local businesses.
Delia’s journey was extensively chronicled on Patagonia’s social media channels. A traveling content strategist gathered stories and testimonials from fans about their favorite used items – and how the Worn Wear program and brought new life to them. The result? Amazing content that was eagerly devoured by millennials new to the Patagonia brand.
Our 42-day, 5,000-mile odyssey was a smashing success. The Worn Wear concept was fully established as an important Patagonia sub-brand. Since our initial voyage, Delia has made additional cross-country trips, spreading the message far and wide.