Directors of Toughness.
Columbia Sportswear hired two people to travel the world, test gear, and tell the world about it. Active volcanoes, ultra marathons, and fly fishing the most remote corners of the globe. The Directors of Toughness did it all.
Challenge: Increase awareness and consideration of Columbia’s collection of products, designed to keep you warm, cool and protected in a wide range of outdoor environments.
Result: A 12 month multi-platform social media campaign and episodic video series that attracted global media attention, engaged consumers in an inspiring and educational outdoor narrative and drove product sales.
“...we should care for each other and care for the planet far more than we have been.”
“I have a new appreciation for the mountains and feeling incredibly small in these environments.”
The ‘Directors of Toughness’ story unraveled in photo essays on the Columbia blog, in product testimonials for Columbia.com, across IG, YouTube, Facebook, Snapchat and in livestreams from Old Trafford (home of Manchester United), Kamchatka, Colombia’s Sierra Nevada and more.
OUTFLUENCERS
OUTFLUENCERS
#OUTFLUENCERS is about getting outside, no matter where you are. The social campaign was launched in late 2020 in response to the COVID-19 pandemic, to encourage Columbia’s online audience to get outside—even if just means exploring your hometown’s green spaces.
We tapped Olympic gold medalist @cassiesharpe and @rahamoharrak to kick things off, then let the community do the talking.
UNiDAYS is the world’s largest student affiliate network, connecting over 20+ million members to discounted retail experiences and free learning & development opportunities via marketplace.
Challenge: Create UNiDAYS first global paid social brand awareness campaign, targeting 17-23 year old students that have little to no knowledge of UNiDAYS.
Solution: A full funnel (awareness > consideration > conversion) TikTok creator campaign delivering on food, fashion and tech verticals of the UNiDAYS retail marketplace starring @maddiwinter, @lexsonator and more.
Escape The Basic.
Results:
We delivered the campaign over Snapchat, TikTok, Instagram & YouTube in the US & UK using lookalike data to target students who were not UNiDAYS aware, then retargeted users who engaged with previous stages of the campaign.
Reach: 95.8m | Clicks: 279k
CPM: 30% lower than forecast
The Great American Eclipse.
On August 21, 2017, the state of Oregon was host to the largest US human migration since the wagon wheel days of The Oregon Trail. All due to a total solar eclipse.
This is the real story of how this viral picture was captured, brought to you by Columbia Sportswear, Goal Zero and photographers @andrewstuder and @tedhesser.
This video was released less than 24 hours after the eclipse.
