I Am Mountain
Bringing to life the original outdoor influencer: The Mountain.
The Short Version
A supplemental insurance start-up asked us to connect them with influencers in the outdoor adventure scene. When we realized this community loves to make fun of influencers, we joined in on the joke by creating a parody influencer account: The Mountain.
Buddy is the world’s first episodic accident insurance product that pays you directly for any out of pocket costs. It’s kind of like Aflac, but you can get covered for just one day or the entire ski season.
Align Buddy with influencers in the outdoor community in order to build the trust that enables the first Buddy purchase.
A deep dive into the world of outdoor enthusiasts revealed that they love to mock the inauthenticity of influencer culture.
The popular Instagram account @youdidnotsleepthere, which makes fun of picture-perfect but impractical tent setups, is a perfect example of this phenomenon:
We decided to get in on the joke instead of being the butt of it by giving a voice to the most OG outdoor influencer of them all...The Mountain.
Meet The Mountain: