National Parks AdVANture
National Parks AdVANture
Results
6
national features
200,000+
organic YouTube views
800,000
estimated online coverage views
10 million
paid video views
Brief
Ever thought about just packing it all in, stuffing all your belongings into a camper van and hitting the road? Well, ex-Londoners Charlie and Josh did just that, after renovating a Mercedes Vario 614D and planning a summer of fun adventures. Over the Summer of 2021, the couple visited all 15 of the UK’s national parks in the ultimate British road trip in partnership with Columbia Sportswear.
As the brakes were put on international travel, Columbia wanted to capitalise on their partnership with the UK National Parks and target a younger “urban active” demographic. Brandnation identified the van life trend as a vehicle to connect with those hungry for adventure.
The idea
The agency used its proprietary influencer tools to identify an influencer account we could challenge to embark on the UK’s most epic road trip – visiting all 15 of the UK’s national parks (and yes, there are 15 of them!) across one summer. The team identified an account called Wandering Home (a couple named Josh and Charlie) – an emerging micro-influencer van life account that has just completed its bus renovation, fitted the urban active demographic as ex-Londoners giving up the rat race for adventure and excellent content creators across Instagram and YouTube.
In partnership with Wandering Home, Brandnation developed a content plan that saw the influencers deliver 16 sponsored vlogs on their YouTube channel (one for each park and a wrap-up vlog) document their travels and the Park whilst kitted out head to toe in Columbia gear. That summer, van life was high on the national lifestyle agenda and the Brandation team took adVANtage. The team profiled Josh and Charlie and their epic UK adventure – facilitating interviews with several national media titles plus consumer and specialist outlets.
