How do you demonstrate just how far an electron travels to power a home? Send ultra marathoner Caroline Côté on an epic solo 80-day, 2,000 km journey from a northern Quebec dam to Montreal – on foot. That’s how Hydro-Quebec sought to show its tangible impact on the lives of young Quebeckers. Dubbed “electrON Expedition,” the concept was designed to instill pride in young consumers. Côté broadcast content on 74 of her 80 days on social media platforms, and media attention grew the longer she trekked. The finale of her journey was met with live coverage and all told, her journey received three million views – in a market of 2.2 million millennials.