@i.am.mountain | a fake mountain influencer


In a Nutshell:

A supplemental insurance start-up asked our team to connect their brand with influencers in the outdoor adventure scene. When we realized this community loves to make fun of social media influencers, we joined in on the joke by creating a parody influencer account: a mountain.


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.

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

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

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.

Meet I Am 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.

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Caroline Moyer-Kardos (Strategist)
Luke Colombo (Creative Brand Manager)
Chloe Friedman (Art Director)
Ross Harris (Copywriter)
Katrine Limseth (Experience Designer)
Megan Reilly (Experience Designer)