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I Am Mountain
Influencer Strategy
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.
The Client
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.
The Ask
Align Buddy with influencers in the outdoor community in order to build the trust that enables the first Buddy purchase.
The Problem
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:
Our Solution
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:
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In addition to our own posts and stories, we engaged with several other famous mountains like Mount Rainier and the Coors Light logo, among others:
Connecting the Mountain to the Brand
We started by connecting the Mountain to other outdoor brands with some #notsponsored posts. When it came time to reveal the Mountain’s love for its favorite outdoor brand, Buddy, a notes app confession was a tried and true influencer trope we knew we couldn’t avoid.
The Metrics
In three and a half short weeks, the mountain garnered over 400 followers, 1000 likes, and hundreds of comment responses & other interactions.
The Team
Ross Harris, CW
Chloe Friedman, AD
Katrine Limseth, XD
Megan Reilly, XD
Caroline Moyer-Kardos, ST
Luke Colombo, CBM
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