Target Audience
Outdoor enthusiasts, typically between the ages of 25-54
Description
This highly successful holiday advertising campaign featured two Columbia winter products and encouraged viewers to interact with the banners to see product features. This appealed to users, producing not just interactions, but visits to retailer sites and subsequent product purchase. The campaign showed a long-term brand impact and delivered a 10% interaction rate.
Objectives
• Primary: Increase brand awareness and purchase consideration among Columbia prospects during the holiday shopping season
• Secondary: Drive traffic to key retailers and Columbia.com
