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
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/71ac0a2b-6f3c-47e6-8bfd-ca819dff4dee_rw_1200.jpg?h=3df853318ac5dfff2f5856b0358d4262)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/97cec250-64b3-4e2f-bdc9-5b5c932596b2_rw_1200.jpg?h=36052848703d99aa0fd08afcf9dc549f)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/ff8f4aee-ec21-4bde-b38c-537f002ef2c8_rw_1200.jpg?h=5f071e896674cbef3c556fb915c7fb79)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/e267b079-7ebc-4f7f-a13a-c1ad960b6bde_rw_1200.jpg?h=a970114ea00485bad6edd8df877674dd)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/a2c423f4-c069-4da3-b05e-284449544743_rw_1200.jpg?h=bfd130257924acaef35f9352dd3104d1)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/c0a4aad0-d5bb-4760-9ed2-f7a18607b276_rw_1200.jpg?h=cb3a37aee5b648b34a89ca025953dff2)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/658660b2-1e31-4f33-999a-ef0f0c18be85_rw_1200.jpg?h=019ca079aaaf1dd4eb89a165db6d687a)
All About Hiking Boots
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/ec82b8cd-a442-4914-a322-221c389ad867_rw_1200.jpg?h=30b7efc2cc7198115877843985870828)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/aa7d2b3f-5a1c-4be8-bdc7-6f9dc8469f87_rw_1200.jpg?h=9402a66b1dfc7978babd5e2c4acc9d26)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/53f458e8-88e5-4cbf-b444-c47cc555cf96_rw_1200.jpg?h=f4bbdc0021ae35c691598374864bc8c8)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/e06ebdc8-3b22-4173-8f9c-4ac084931b23_rw_1200.jpg?h=46945ef1b4f2c3bb6166b3339723f974)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/920b966b-aa8c-45ad-a874-fe4d81701fcb_rw_1200.jpg?h=788a72a9d935c6da787ce60376ed71ab)
Wild Encounters!
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/f6361747-bb89-4bb6-84e4-93ba69aabcb1_rw_1200.jpg?h=563135eee2bb63da10916abf8df7855b)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/fbcf6987-8c8e-4910-9d9b-c734f3297bc6_rw_1200.jpg?h=e6a13af6ae69a51a02cfa2ab0f1efdf6)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/2761b42c-7a20-4b4a-beb1-acdcaf874ab2_rw_1200.jpg?h=60cae03dd4b9369fbb0b3b76f516f937)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/ac491976-a8b8-4f6e-9fc5-77f1ee26e295_rw_1200.jpg?h=bba2ca9f33eef437fef6c0773b10b390)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/2b7d1b38-e5ea-463b-9907-4bf4be1a25fa_rw_1200.jpg?h=0fec054cbe6294a36aab186566b5f667)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/cf067a36-bfc7-4502-9124-05ba5e9390ba_rw_1200.jpg?h=277e677fc120adea241fa7ffffcd6a42)
ABikeC's
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/45001c65-42a2-4134-a45e-54e5626ab674_rw_1200.jpg?h=40a7766f270f5d6c6d8a9658e2c7cfd3)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/d236136b-5572-4d3c-a2d7-44ca2e9b5e35_rw_1200.jpg?h=25748e8b04f4dcefba5564ff78b15cac)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/7418d281-282e-4510-8ea9-d7187c5df9c1_rw_1200.jpg?h=2e8624bb4d5b777c15f697541972874b)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/0537df22-43b0-4b86-9ba8-d8c676d47c2c_rw_1200.jpg?h=c6c95513728b44114384f4378688e716)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/c736ccde-eca6-4c6b-b325-c94afbb4180b_rw_1200.jpg?h=f75cf08f98b09cf7de482a36da182b28)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/115c7a2b-0eaf-4b6f-9f55-82894e28ee83_rw_1200.jpg?h=9877729786681e90326621bd634affe8)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/0e9c4e65-404f-4a58-b5ba-40c2e6d25efb_rw_1200.jpg?h=60f8b7d4a948ec89ac2cd6d2b5ecd8a7)
![](https://cdn.myportfolio.com/e1681977-bacf-46fc-a96b-118f4d8771b6/95e2c2a9-724e-4c11-ae19-daa2d54b274f_rw_1200.jpg?h=e7cb70ea41894e86615634df147a9680)
The team used a pool model in lieu of dedicated partners.
Art Directors/Designers: Mariah Elliott, Ashley Herbertson, Vanessa Swenson
Senior Copywriter: Chris Zimmerman