REI
ECD
REI
the context
transforming a moment into a movement
We were challenged by REI to drive a deeper understanding of REI’s commitment and purpose of #OptOutside, a campaign designed to capitalize on the changing sentiment around Black Friday, the busiest U.S. shopping day of the year. The retail co-op decided to close all of its 143 stores, pay its employees, and encourage members to spend the day outside instead of shopping.
the idea
#optoutside
#OptOutside was created and executed with a cooperative agency-client model. REI conceived the initiative and recruited Edelman to develop a social-by-design engagement strategy that united traditional media with social and other influencer engagement and content creation to ignite conversations, connections, and sharing.
Our team found and documented the real stories of those who headed outside on Black Friday. Whether co-op members, employees, or one of the 1.4 million people who pledged to #OPTOUTSIDE. We created a social response campaign, launched a branded online publication, and partnered with MeetUp to engage the REI community.
the context
transforming a moment into a movement
We were challenged by REI to drive a deeper understanding of REI’s commitment and purpose of #OptOutside, a campaign designed to capitalize on the changing sentiment around Black Friday, the busiest U.S. shopping day of the year. The retail co-op decided to close all of its 143 stores, pay its employees, and encourage members to spend the day outside instead of shopping.
the idea
#optoutside
#OptOutside was created and executed with a cooperative agency-client model. REI conceived the initiative and recruited Edelman to develop a social-by-design engagement strategy that united traditional media with social and other influencer engagement and content creation to ignite conversations, connections, and sharing.
Our team found and documented the real stories of those who headed outside on Black Friday. Whether co-op members, employees, or one of the 1.4 million people who pledged to #OPTOUTSIDE. We created a social response campaign, launched a branded online publication, and partnered with MeetUp to engage the REI community.
the context
transforming a moment into a movement
We were challenged by REI to drive a deeper understanding of REI’s commitment and purpose of #OptOutside, a campaign designed to capitalize on the changing sentiment around Black Friday, the busiest U.S. shopping day of the year. The retail co-op decided to close all of its 143 stores, pay its employees, and encourage members to spend the day outside instead of shopping.
the idea
#optoutside
#OptOutside was created and executed with a cooperative agency-client model. REI conceived the initiative and recruited Edelman to develop a social-by-design engagement strategy that united traditional media with social and other influencer engagement and content creation to ignite conversations, connections, and sharing.
Our team found and documented the real stories of those who headed outside on Black Friday. Whether co-op members, employees, or one of the 1.4 million people who pledged to #OPTOUTSIDE. We created a social response campaign, launched a branded online publication, and partnered with MeetUp to engage the REI community.
the context
transforming a moment into a movement
We were challenged by REI to drive a deeper understanding of REI’s commitment and purpose of #OptOutside, a campaign designed to capitalize on the changing sentiment around Black Friday, the busiest U.S. shopping day of the year. The retail co-op decided to close all of its 143 stores, pay its employees, and encourage members to spend the day outside instead of shopping.
the idea
#optoutside
#OptOutside was created and executed with a cooperative agency-client model. REI conceived the initiative and recruited Edelman to develop a social-by-design engagement strategy that united traditional media with social and other influencer engagement and content creation to ignite conversations, connections, and sharing.
Our team found and documented the real stories of those who headed outside on Black Friday. Whether co-op members, employees, or one of the 1.4 million people who pledged to #OPTOUTSIDE. We created a social response campaign, launched a branded online publication, and partnered with MeetUp to engage the REI community.
the results
#optoutside
Our contributions to the campaign bolstered REI’s ongoing commitment to the outdoors while encouraging others to participate in the movement to reclaim Black Friday for the outdoors.
6.7 billion impressions
3,423 placements
37 days of sustained coverage
400+ #OptOutside Meetups hosted
#OptOutside No. 11 of the top 15 TwitterTrends
1.4 million pledged to #OptOutside
Retail job applications for REI up 92% in Q4
Year over Year sales and membership up nearly double digits
150+ businesses followed REI’s Lead and closed on Black Friday
the results
#optoutside
Our contributions to the campaign bolstered REI’s ongoing commitment to the outdoors while encouraging others to participate in the movement to reclaim Black Friday for the outdoors.
6.7 billion impressions
3,423 placements
37 days of sustained coverage
400+ #OptOutside Meetups hosted
#OptOutside No. 11 of the top 15 TwitterTrends
1.4 million pledged to #OptOutside
Retail job applications for REI up 92% in Q4
Year over Year sales and membership up nearly double digits
150+ businesses followed REI’s Lead and closed on Black Friday