CANADA GOOSE SOCIAL MEDIA AUDIT - Ikram Nagdawala
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CANADA GOOSE
SOCIAL MEDIA AUDIT
This document contains
the social media
marketing audit of the
clothing brand Canada
Goose.
It will also provide key
insights into what leads
to the success of the
Prepared by:
brand on social media.
August 05, 2021 Ikram Nagdawala
| 1
Table of Contents
page page page page page
03 05 06 08 09
Business Overview Audience Analysis Brand Presence Current Conversation Social Media Content
page page page page page
10 14 15 16 17
Social Network Analysis Community Management SWOT Analysis Recommendations Appendix
| 2
Canada Goose Holdings Inc. is a Canada Goose uses high-quality
Business Overview Toronto-based high quality Canadian Hutterite down, recognized
as one of the highest quality in the
fashion brand of winter
world. In addition, the company
clothing.
claims its animal fur trim disrupts the
airflow and protects exposed skin
Canada Goose is a public company against frostbite. In fact, Canada
founded in 1957 by Sam Tick, under Goose says its jackets can withstand
the name Metro Sportswear Ltd. the coldest part on the earth and
Their headquarter is in Toronto, temperatures as low as -30° Celsius.
Ontario, Canada.
The peak selling season for the
They operate in the retail industry company is winter. It rarely offers
and manufacture and sell a wide discounts. Canada goose never holds
range of Outerwear and Knitwear sales or Black Friday discounts either
such as jackets, vests, hats, shells, on its website or its retail stores.
gloves, parkas, and other apparel
through various avenues, both B2B
and B2C, with their retail stores. But
they mainly focus on B2C.
“The best and warmest clothing
They sell their products online on the
on earth made in Canada for
e-commerce website and through
people who want durable,
retail stores. Canada Goose has 21
retail stores globally. fashionable winter outerwear.”
| 3
Business Review
Main Products
▪ Hoodies ▪ Cardigans
“Canada goose specializes in ▪ Puffers ▪ Fleece
high quality outerwear and
knitwear keeping the planet ▪ Jumpers ▪ Hood Trims
cold and the people on it ▪ Parkas ▪ Face Masks
warm.”
▪ Bombers ▪ Hats
▪ Lightweight Down Jackets ▪ Gloves and Mitts
▪ Raincoats ▪ Scarves
▪ Snow Pants ▪ Kids Outerwear
▪ HyBridge Knits ▪ Kids Accessories
▪ WindBridge Knits ▪ Lifestyle Accessories
| 4
Goals Personality
Buyer Persona
▪ Receive value for her purchase. ▪ Introvert < Extrovert
▪ Buy collection of outerwear that ▪ Thinking < Feeling
go well together for winter season.
▪ Sensing < Intuition
▪ Perceiving > Judging
Frustrations
Preferred Channels
▪ Outdated fashion products.
She prefers online and social
▪ Getting fewer options. media ads as compared to
traditional ads and referrals. She
▪ Not able to find the matching
also give attention to Guerrilla
products with the purchased
products. efforts of brands and PR.
Name: Emily Watson Favorite Brands & Apps
Age: 37
Bio
Work: Marketing Director
Status: Married Emily Watson loves to go out and
Income: $70,000+ wear comfy and stylish outerwear.
Location: Toronto, Canada
Price is not a big deal for her. She
“I love looking different and stand also loves to buy stuff for her
out by wearing elegant and comfy husband. She’s very concerned
clothes.” about the way clothes make her
| 5
look and feel.
Brand Presence High brandsentiment.
Canada Goose Brand is present across all major social channels.
The voice that Canada Goose uses Good variety ofcontent.
across all their social media channels
is positive, authentic and simple.
Engagement Brand
Social # Of
Type of Posts Frequency Main Objective or Response Sentiment
Network Followers
Time
- Photos
Facebook 695K 2/week Promotion 2 minutes Positive
- Videos
Inside look at
- Story
the brand,
Instagram 756K - Video 2/week 10 minutes Positive
Detailed
- Photo
information
- Tweets
Twitter 40.2K 1-2/week Information N/A Neutral
- Retweets
Campaigns/
YouTube 6.56K - Videos 1/month N/A Positive
Events, Films
| 6
Competitor Brand Presence Building relationships with customers
through social media channels.
Columbia Sportswear Online Advertising.
The voice that Columbia Sportswear uses Humorous social media campaigns.
across all their social media channels is
enthusiastic, humorous, and classic.
Engagement
# Of Brand
Social Network Type of Posts Frequency Main Objective or Response
Followers Sentiment
Time
- FB Video
- Link to website Promotion,
Facebook 2.1M 2-3/week Few seconds Positive
- Articles Information
- Posts
- Posts
Instagram 489K 4-5/week Promotion N/A Positive
- Video
- Tweets
Twitter 129K 2-3/week Information N/A Neutral
- Retweets
Information &
YouTube 148K - Videos 2-3/month N/A Positive
Promotion
| 7Current “Our Future Is Fur-Free.”
Conversation
Many celebrities used their public The company says its products are
platforms to demand change and expensive, but people buy with the
urge their social media followers not hope of having them for many years
to buy Canada Goose. So, the because these are "fully warranted
company looks to become more against defects in materials and
environmentally conscious after workmanship for the lifetime of
years of backlash over its use of the product."
coyote fur and now it will be
completely fur-free by the end of The company is refocusing on its
2022. investment in social and digital
channels. For example, in China, Hot
Luxury parka maker Canada Goose It is widely discussed on social media Pot partnered with Canada Goose to
Holdings Inc. said last month that the that Canada Goose is too expensive deliver full-scale China market entry,
company will end the purchasing of all fur and the fact that it never goes on branding and execution via
by the end of 2021 and will stop sale is quite beneficial for its marketing strategy, digital ecosystem
manufacturing with fur by 2022. competitors. But the brand claims build and major launches on E-
that people are loyal because of the commerce and retail to beat the
company’s competitive advantage, competition. While on the other
“Warmth without bulk”. hand, Columbia Sportswear is on a
mission to become Footwear-first.
| 8Hashtags
Social Media
#LiveInTheOpen #canadagoose
Content
Main Content Theme
Social Media Content Theme
“Inspiring All People To Live In The Open”
Sales Promotion & Information Sharing
Canada Goose wants to break away from the
sales and product-focused messages. Instead,
the brand’s content strategy for social media Inspiring & Promotional Content
is to show the importance of life, family
connections, adventures, fun, thrill and
happy holiday meal in an open and cold
Information & Thought Sharing
environment in a heart-warming and
inspiring way. As the company is committed
to ‘Free People From The Cold,’ they put
forward inspiring and informative content Inside look into the events of Canada Goose, Video
(that doesn’t look typical) out there for their Campaigns & Films
customers to lift.
| 9Communication Type Mix Content Format Mix
Social Network
Out of the total content posted on Word/static image: N/A
Analysis Facebook, 20% of the posts
Visual/multi-image: 90%
inspire people to challenge the
Facebook hardship of adventurous activities. Video: 10%
While all the other content, i.e., Multimedia/live stories: N/A
80%, is promotional with a direct
Key Themes call-to-action in captions to shop
the product on the website.
Inspiration, Promotion, Product Information, 10%
Endorsements, Brand updates
Hashtags
#LiveInTheOpen 20% 90%
Interaction & Response Rate
Visual/multi-image video
Canada Goose don’t always reply to 80%
comments, but they reply to 100% of customer
messages within few minutes.
Content Mix:
Opportunities to Optimize Facebook Created: 100%
• Update and engage with customers regularly Inspiring Ideas Promotion Curated: N/A
• Enable Reviews tab
| 10Communication Type Mix Content Format Mix
Social Network
As exactly the same creative and Word/static image: N/A
Analysis content is posted on Facebook, Visual/multi-image: 90%
and Instagram there is no
Instagram difference in communication type
mix or the content format mix in
Video: 10%
Multimedia/live stories: N/A
both the platforms.
Key Themes
Hashtags are not used either in
caption or comments.
Inspiration, Promotion, Product Information,
10%
Endorsements, Brand updates
Hashtags
#LiveInTheOpen #canadagoose 20% 90%
Interaction & Response Rate
Visual/multi-image
Canada Goose’s Instagram page is 100% Video
80%
responsive and interactive. They reply to 100%
of customer messages and comments within
few minutes. Content Mix:
Opportunities to Optimize Instagram Created: 100%
Inspiring Ideas Promotion Curated: N/A
• Encourage user-generated content
• Use relevant hashtags
| 11
• Post entertaining contentCommunication Type Mix Content Format Mix
Social Network
Similar to Facebook and Word/static image: N/A
Analysis Instagram, most of the content Visual/multi-image: 87.5%
posted on Twitter is promotional.
Twitter However, none of these posts
Video: 12.5%
contains hashtags. Multimedia/live stories: N/A
Key Themes
Inspiration, Promotion, Product Information,
13%
Thought sharing
Hashtags
#LiveInTheOpen 87%
25%
Interaction & Response Rate
Visual/multi-image
Canada Goose’s Twitter page is not 75%
responsive and interactive. They don’t reply to Video
customer’s messages or comments. Neither
do they tweet regularly. Content Mix
Opportunities to Optimize Twitter Created: 100%
Inspiring Ideas Promotion Curated: N/A
• Content on social/environmental issues
• Use of relevant hashtags
| 12Communication Type Mix Content Format Mix
Social Network
Canada Goose posts one video in Word/static image: N/A
Analysis a month on YouTube. This Visual/multi-image: N/A
month, it posted a video
YouTube promoting kids’ jackets with a
‘Designed For Play’ tagline.
Video: 100%
Multimedia/live stories: N/A
Key Themes Posts related to this campaign are
on all the other social channels,
Inspiration, Promotion, Video Campaigns, but the 30-second video on
Collaborations, Brand updates YouTube allows for more detail.
Hashtags
N/A 100
%
Interaction & Response Rate
Canada Goose doesn’t reply to comments on Video
YouTube.
100
%
Opportunities to Optimize YouTube Content Mix
• Reply to comments. Created: 100%
• Post interesting & entertaining videos more Promotion Curated: N/A
frequently.
| 13Canada Goose commits to Keeping
Canada Goose’s Partners in
Community The Planet Cold And The People
Community Service
On It Warm with launch of
Management “HUMANATURE”.
The company brings its CSR efforts
under this one platform that aims to
invigorate communities, prioritize
philanthropic endeavours and
support the arts.
The Company is active under
“Humanature” in the following
ways:
OIA
• Partnered with Polar Bears CLIMATE
ACT I ON
International to Promote Arctic CORPS
MEMBER
preservation
• Going Fur Free
Canada Goose is active in off-platform • Donating fabrics to northern
community building mainly through its communities
CSR efforts • An art gallery in every Canada
Goose store
• Aiming to adopt renewable energy
commitments by 2022
• Eliminating single-use plastics that
cannot be recycled.
•Setting to achieve Carbon neutrality
by 2025 | 14SWOT Analysis
STRENGTHS WEAKNESSES
• The brand is present on all major • Lack of sufficient expertise to make
social media platforms the most of social media
• Sufficient resources available for • Lack of brand advocates
social media marketing
• Does not engage enough with social
• Unique products & services that media community
inspires social media users
• Same creative and content posted
across all platforms, and hence does
utilize features of individual platform
• Be present on LinkedIn to leverage the
position as an industry thought leader
• Competitors are far ahead into
• Encourage customers to generate user- building relationships with
generated content customers through social media
• Share the expertise that shows off • Negative press/media coverage
brand’s unique value on social platforms
• Changing customer attitudes
• Use social media to post brand updates towards the brand
THREATS
OPPORTUNITIES
| 15Recommendations
Continue posting inspiring content that shows off the brand’s
values.
Change the content format and invest more in video content as it is
booming right now. With the birth of IGTV and the rapid growth of
Tiktok, YouTube, Facebook Live and more, social media users are
consuming more video content than ever before.
Stop ignoring follower’s comments, positive or negative, and
interact with the audience and customers on social media
platforms.
Start collaborating with existing and loyal customers to create user-
generated-content and focus on creating a community of brand
advocates.
| 16Appendix
| 17Process For Social
Listening
Simply searching for Canada Primary stream were for the
Goose mostly revealed results search queries “Canada Goose”
of the bird goose. Hence, I had and #canadagoose
to setup stream on Hootsuite
Additional streams were also
for social listening.
added to get results using
following boolean operators, for
After doing some research on example:
products sold at Canada • “Canada Goose AND apparel”
Goose, I was able to include • “Canada Goose AND clothing”
the categories and product • “canadagoose –bird”
names in my Hootsuite • “canadagoose AND jacket”
streams by conducting • “candagoose OR canadgoose
Boolean searches. OR canadagooseOR
canadagoooseOR #canadagoose
This helped me immensely to OR #canadagose”
determine overall brand • #LiveInTheOpen
sentiment.
| 18Steps I took to calculate the content mix:
Process For • Counted how many times Canada Goose posted to each social
media platform over 30 days (from 10th July 2021 to 10th August
Calculating Metrics 2021).
• Counted how many of their posts were original (created) and
reposts (curated).
• Then, divided this number by the total number of posts.
Created Posts in 30 days/Total posts in 30 days x 100
Curated Posts in 30 days/Total posts in 30 days x 100
Content Mix Facebook Instagram Twitter YouTube
Created 10/10*100= 100% 10/10*100= 100% 8/8*100= 100% 1/1*100=100%
Curated 0/10*100= 0% 0/10*100= 0% 0/8*100= 0% 0/1*100= 0%
| 19Steps I took to calculate the communication mix:
Process For • Counted how many times Canada Goose posted to each social
media platform over 30 days (from 10th July 2021 to 10th August
Calculating Metrics 2021).
• Counted how many of their posts were Inspiring, Informational,
Entertaining, Promotional or Brand news.
• Then, divided this number by the total number of posts.
Brand news Posts in 30 days/Total posts in 30 days x 100
Inspiring Posts in 30 days/Total posts in 30 days x 100
Inform how-to Posts in 30 days/Total posts in 30 days x 100
Entertaining Posts in 30 days/Total posts in 30 days x 100
Promotional Posts in 30 days/Total posts in 30 days x 100
Communication Facebook Instagram Twitter YouTube
Type Mix
Inspiring 2/10*100= 30% 2/10*100= 50% 2/8*100= 25% 0/1*100=0%
Inform how-to 0/10*100= 0% 0/10*100= 10% 0/8*100= 0% 0/1*100= 0%
Entertaining 0/10*100= 0% 0/10*100= 10% 0/8*100= 0% 0/1*100= 0%
Promotion 8/10*100= 70% 8/10*100= 30% 6/8*100= 75% 1/1*100= 100%
Brand News 0/10*100= 0% 0/10*100= 0% 0/8*100= 0% 0/1*100= 0%
| 20Steps I took to calculate the content format mix:
Process For • Counted how many times Canada Goose posted to each social
media platform over 30 days (from 10th July 2021 to 10th August
Calculating Metrics 2021).
• Counted how many of their posts were word/static image, visual
image, videos or live stories
• Then, divided this number by the total number of posts.
Word/static image Posts in 30 days/Total posts in 30 days x 100
Visual image Posts in 30 days/Total posts in 30 days x 100
Video Posts in 30 days/Total posts in 30 days x 100
Live stories in 30 days/Total posts in 30 days x 100
Content Format Facebook Instagram Twitter YouTube
Mix
Word/Static Image 0/10*100= 0% 0/10*100= 0% 0/8*100= 0% 0/1*100=0%
Visual Image 9/10*100= 90% 9/10*100= 90% 7/8*100= 87.5% 0/1*100= 0%
Video 1/10*100= 10% 1/10*100= 10% 1/8*100= 12.5% 1/1*100= 100%
Live stories 0/10*100= 0% 0/10*100= 0% 0/8*100= 0% 0/1*100= 0%
| 21Follow
Canada Goose
/CanadaGoose
/CanadaGoose
/CanadaGoose
/CanadaGooseInc
| 22Let’s Connect
ikram.nagdawala@gmail.com
/in/ikram-nagdawala
/IkramNagdawala
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