The Hike Society's Annual
General Hike
Results
700+
Pieces of coverage
1,000
#hikesociety posts
28,000
Google searches
750+
Hikers mobilised
Brief
Columbia briefed our team to create a movement that captures a modern interpretation of hiking – engaging with the young, diverse and noticeably stylish new cohort of hikers into the outdoors.
The idea was required to mobilise this audience in the outdoors – using Columbia as a vehicle to connect communities and facilitate more time spent outside.
The agency approached this campaign with an innovative earned-first creative approach – ensuring media cut-through in addition to activation via paid and owned channels.
The concept has since been adopted by international markets as far as South Korea.
The idea
We developed a creative campaign and brand community on the Columbia website entitled, The Hike Society, a community space and source of inspiration for the next generation of hiker.
The agency launched the community with The Annual General Hike, a mass participation event across a single weekend, collaborating with the outdoor communities across the country responsible for driving outdoor culture.
Hiking groups were profiled to showcase the power of community, mental health and the rise of the gorpcore style trend. The campaign was amplified via paid media, earned media, influencer marketing and content.
The Hike Society has since being rolled out internationally, including France and Germany.
