experience designer
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Buddy

Buddy - creating a fake influencer for an episodic insurance brand.

Content Creation / Social Media / Style Guide

 

ASK
Align Buddy with influencers in the outdoor community in order to build the trust that enables the first Buddy purchase.

OPPORTUNITY
A deep dive into the world of outdoor enthusiasts revealed that they love to mock the inauthenticity of influencer culture.

SOLUTION
Get in on the joke instead of being the butt of it. We did this by giving a voice to the most OG outdoor influencer of them all... the mountain.

TEAM
Luke Colombo, Chloe Friedman, Ross Harris, Katrine Limseth,
Caroline Moyer-Kardos, Megan Reilly

 
 
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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.

OUR SOLUTION
Get in on the joke instead of being the butt of it. We did this by giving a voice to the most OG outdoor influencer of them all... the mountain.

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Instagram accounts like @youdidnotsleepthere poke fun at “outdoor influencers.”

 

MEET THE MOUNTAIN
It’s a sassy, self-involved mountain that loves selfies and social media.

 
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CONNECTING THE MOUNTAIN TO BUDDY
Our mountain started to incorporate brand shoutouts with some #notsponsored posts. When it comes time to reveal its role as a brand ambassador for Buddy, sharing a screenshot of a notes app confession is a classic influencer move.

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THE METRICS

In less than a month, our mountain gained 400+ Instagram followers and interacted with hundreds of outdoor-related accounts.

MY ROLE: Came up with content with the rest of my team, created and hand lettered content pieces for the iammountain Instagram account