The North Face is a popular American brand that specialises in outdoor products.
The strategy they implemented was actively engaging with their consumers. They constantly share information about their products. They give incentives to their followers to get the desired response. Offering coupons and other surprises gives each user a personal motivation to become engaged with the brand.
The North Face is one of the most successful global brands on Weibo with over 275,000 active followers and over 6000 posts.