Challenge
REI needed help connecting with a younger and more novice audience. In particular, the outdoor space can be intimidating and overwhelming. How do we connect with a new audience without alienating existing customers?
Solution
Instagram stories offered an ephemeral solution to a brand that’s hesitant to make any big changes. The content itself was educational, welcoming, and subtly Millennial/Gen-Z.
Budget Sleeping Bags
All About Hiking Boots
Wild Encounters!
ABikeC's
The team used a pool model in lieu of dedicated partners.
Art Directors/Designers: Mariah Elliott, Ashley Herbertson, Vanessa Swenson
Senior Copywriter: Chris Zimmerman
