Client: Columbia Sportswear
Client: Columbia Sportswear
Creative Strategy • Creative Direction • Art Direction
Creative Strategy • Creative Direction • Art Direction
Tested Tough Campaign
Tested Tough Campaign
Tested Tough Campaign
Background
Columbia Sportswear aspired to introduce its new brand positioning, and launch its new line of waterproof jackets, to the Chinese market. However, the client faced two key challenges: the absence of celebrity endorsements and an insufficient media budget. Both of these factors are crucial to guarantee a successful product launch in China.
Background
Columbia Sportswear aspired to introduce its new brand positioning, and launch its new line of waterproof jackets, to the Chinese market. However, the client faced two key challenges: the absence of celebrity endorsements and an insufficient media budget. Both of these factors are crucial to guarantee a successful product launch in China.
Solution
Following an in-depth analysis of the client's new brand positioning, my team and I devised a social/digital campaign that effectively showcased the product's waterproof technology in an engaging manner. Leveraging WeChat’s platform, we launched a mobile engagement campaign that invited users to submit their suggestions on how to test the waterproof capabilities of the jackets.
Subsequently, we selected the suggestion with the most votes and conducted the test in a real-world setting. The entire challenge was captured on film and edited into entertaining and shareable content, strategically designed to drive traffic to the brand's e-commerce site.
Solution
Following an in-depth analysis of the client's new brand positioning, my team and I devised a social/digital campaign that effectively showcased the product's waterproof technology in an engaging manner. Leveraging WeChat’s platform, we launched a mobile engagement campaign that invited users to submit their suggestions on how to test the waterproof capabilities of the jackets.
Subsequently, we selected the suggestion with the most votes and conducted the test in a real-world setting. The entire challenge was captured on film and edited into entertaining and shareable content, strategically designed to drive traffic to the brand's e-commerce site.
Case Study Video
Case Study Video
Mobile Engagement Video
Mobile Engagement Video
First Week’s Most Voted Challenge
First Week’s Most Voted Challenge
Second Week’s Most Voted Challenge
Second Week’s Most Voted Challenge
Campaign Assets
Campaign Assets
Achievements
• 291.6M impressions • 19.2M engagements • RMB 2.3M worth of increased sales • Showcased by agency and clients for self-promotion purposes
• 291.6M impressions • 19.2M engagements • RMB 2.3M worth of increased sales • Showcased by agency and clients for self-promotion purposes