Target Audience: Columbia consumers (outdoor enthusiasts); specifically the 25-54 age demographic.
Goal
• Build and reinforce brand loyalty by prompting consumers to reflect on the brand’s core promise (durability) and participate in its expression
• Increase brand exposure and site traffic in the lead-up to the holiday retail season
Description
This highly successful user-generated content promotion features Columbia’s iconic founder, Gert “Ma” Boyle, familiar to consumers through TV and print advertising. Via provocative, interactive banners, entrants were invited to submit their “Tested Tough” stories and optional photos or video clips to win. Visitors to the contest site could view, vote on, and comment on all entries, with weekly winners receiving the gear of their choice. The campaign included a microsite, viral component, e-mail, and online display banners. We also provided media buying, Web analytics, and .NET engineering, as well as a content management solution.
The entry/conversion rate was nearly 3 times higher than projected (8% vs. 3%)
