Columbia Influencer Content & Branded Entertainment Challenge:How do we become apparel brand of choice with non-hardcore outdoorsy people Real:Columbia’s tech and standards of testing keep people comfortable in any environment Beautiful: The experience of an epic adventure is closer in reach than we think. Expression: Influencers not known for their outdoor side, sent into the wild and kept comfortable. Roadmap: Online video, paid and owned social, influencer social account posting Results: 15 million video views, over 50% completion rate, high fan engagement, sales spikes