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The REI 1440 Project: Curating Outdoor Adventure at SIC2013

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The REI 1440 Project: Curating Outdoor Adventure
Paolo Mottola, REI
Kelly Walsh, REI

REI’s mission is to inspire, educate and outfit for a lifetime of outdoor adventure and stewardship. What does that look like in online social networks? The REI 1440 Project. In this case study presentation, the REI Digital Engagement Team will review its discovery process, partnership with agencies, and successes and challenges in hosting an owned social community.

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The REI 1440 Project: Curating Outdoor Adventure at SIC2013

  1. 1. THE  REI  1440  PROJECT   Presented  by     Kelly  Walsh  @kelly_ann_walsh   Paolo  MoAola  @paolojr   At 02:54 AM Neil P. was Exploring in Paint Mines Interpretive Park
  2. 2. At REI, we inspire, educate and outfit for a lifetime of outdoor adventure and stewardship. At REI, we inspire, educate and outfit for a lifetime of outdoor adventure and stewardship. At 02:0 PM Jlb B. was Backpacking in John Muir Wilderness
  3. 3. MEET  THE  REI  SOCIAL  TEAM   @lux2   @kelly_ann_walsh @jruckle   Honorable mentions: internal brand creatives, photo studio, project management, executive support, our Moms
  4. 4. THE  OBJECTIVE   Make REI an integral part of what our target audience loves to do most: Browse, capture and share every minute of their outdoor adventures   At 02:32 AM David C. was Skiing in Glennallen
  5. 5. THE  INSIGHTS   TARGET AUDIENCE: MILLENIALS 64% take photos on their phone at least monthly 71% access the internet on their phone while outdoors 43% upload photos on social 77% look at other people’s photos At 04:55 PM Nick B. was Hiking
  6. 6. THE  IDEA:  1440  PROJECT   A community celebration of every single minute spent outside: - Collectively document every minute throughout a day - Create a rich documentary record of outdoor life       At 05:50 PM Jennifer D. was Exploring in Dead Horse Point State Park
  7. 7. RESULTS   STATS ACCOLADES 440K+ total site visits & 29% repeat visitors 12/20/12: CSS Awards Site of the Day 71% of traffic came from mobile devices 1/1/13: Design Links Site of the Day 6.6K+ total photos added 1/4/13: Fast Company: How REI Put A Bow on Social Marketing and Wowed Customers 55% of total photos were added by repeat users 38% of our most active users are 25-34 year-olds 37% shares from Facebook, 19% email, 14% Tumblr 10% Pinterest, 8% Google+ Millions of Facebook impressions: 6x more likes, 5x more shares, 3x more comments on Facebook Promoted Posts 4000+ total REI mentions on Twitter 2,000+ photos shared on Instagram 1/7/13: Awwwards Site of the Day 1/20/13: Smashing Awards Designs of the Week 1/29/13: The FWA Mobile of the Day 1/29/13: The FWA Site of the Day 2/4/13: Cutting Edge Project of the Week 10/1/13: Adobe Cutting Edge Product of the Year Candidate 300K+ views on YouTube videos    
  8. 8. THE  GOOD,  BAD  &  UGLY   We  made  it  through  legal!  Including  Privacy  Policy,  Submission   Policy   Facebook  Login  isn’t  for  everyone   Nega[ve  feedback  from  pro  photography  community   Lots  of  traffic,  but  not  integrated  with  REI.com   Many  opportuni[es  to  layer  campaigns  via  hashtags         At 3:33 PM Sam M. was Paddling in Mustang Island State Park
  9. 9. Thank  you.     Find  us  at   @kelly_ann_walsh   @paolojr   @REI  

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