Columbia came to Brandnation looking to bring awareness to their partnership with UK National Parks. Looking to embody the spirit of summer adventure through an authentic content partnership, Brandnation reached out to Wandering Home – two Urban Active influencers, Josh & Charlie, who live for the van life….and the outdoors.
What we did:
Through an authentic influencer partnership, we aimed to animate Columbia’s summer adventure campaign theme. What better way to have an adventure than a road trip which showcased the best of nature on our doorstep? It seemed an obvious fit which also gave Columbia a chance to highlight their partnership with UK National Parks. The partnership also provided Columbia with the opportunity to showcase their leading product styles of the season.
So, how did we do it?
The first job, to identify an influencer partnership that embodied Columbia’s values and captured the adventure vibe with ease. Wandering Home was quickly scouted – an under-the-radar van life couple who were developing an engaged van life community on YouTube and social media.
Vanlife seemed to resonate perfectly with Columbia’s summer adventure theme and was very topical. The coronavirus pandemic has led to many people re-evaluating their work-life balance and looking to alternative ways of living. As a result, an explosion in interest around van living on social media and digital marketing channels.
Once the partnership was established it became time to set the intrepid duo a challenge. To visit all 15 of the UK’s National Parks in one summer whilst documenting their travels.
Wandering Home was supported every step of the way with an effective and diverse PR campaign which included profiles of the trip and the couple as well as an in-store screening and Q&A at Columbia’s Carnaby Street Store.
The campaign was also supported through a targeted paid advertising campaign on social media, which looked to amplify the wonderful assets created by Wandering Home as they traveled from park to park.
It’s fair to say that this epic summer road trip truly went the distance. Highlights included bungee jumping in Scotland, hiking to the top of Snowdon, and sleeping under the stars – all the while kitted out in stylish Columbia apparel and documented beautifully on social media and YouTube.
When it came to press and social media coverage the campaign delivered handsomely, with pieces featured in The Telegraph, Metro, The Sun and Daily Mail. The campaign also racked up millions of video views and social media impressions.
It’s fair to say that Wandering Home was happy with the results too. The campaign saw their YouTube and Instagram following increase by 258% and 132% respectively.