REI used outdoor advertising to promote their #OptOutside campaign during the
Black Friday holiday shopping season to encourage consumers to take a break from
the seasonal spending rush and enjoy the great outdoors.
INSIGHTS
RESULTS
7%
LIFT IN PURCHASE INTENT
14%
LIFT IN BRAND AWARENESS
3.6 X
LIFT IN STORE VISITATION
SOURCE: MARKETING LAND, 2018
DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.
STRATEGY & TACTICS
THE FACTS
Creative Excellence
The billboards featured inspiring and scenic
photos of people spending time outside. The hashtag #optoutside
overlay the photograph encouraging people to share their outdoor
experiences on social media.
Strategically Placed
REI placed OOH in Washington DC, Denver, and San
Francisco, cities that have nature havens accessible to their city dwellers.
The OOH was paired with a mobile campaign run by Vistar Media and
LiveRamp to track campaign exposure and store visitation.
IRL to IRL
REI reported increases in brand awareness and
purchase intent. The IRL outdoor campaign drove consumers
into REI stores and saw people on social media share their
experiences in nature using the campaign’s hashtag.