Saudi Arabia – In its latest campaign, the outdoor brand changes the role of social media influencers, getting them out of their bedrooms and into the great outdoors. The videos, entitled Live from the Outdoors, feature scenic areas of Saudi Arabia being explored by content creators that the brand has dubbed ‘outfluencers’.
Working with creative agency Serviceplan Middle East, Columbia Sportswear recognises the power of social media personalities in promoting exploration and fresh air. Andre Couto, creative director at Serviceplan Middle East, says: ‘The campaign puts an interesting spin on indoor influencer videos by taking them outdoors and, at the same time, invites Saudi’s youth to get out of their phones and start exploring the country.’
At a time when Saudi Arabia’s Emerging Youth are displaying optimism about their nation, such campaigns demonstrate how brands can celebrate their region in more exploratory ways.
Strategic opportunity
Media and entertainment brands should take cues from this localised approach when creating content for Saudi Arabia. Find ways to promote domestic tourism while maintaining an awareness of online youth behaviour
