Realigning an iconic retailer with millennials

Brand Strategy & Advertising

Realigning an iconic retailer with millennials through branding

Realigning REI with millennials

During the holiday season, purchasing power rests solely with the consumer. With REI, we created a holiday campaign focused on a simple and powerful concept: the holiday shopping season is about giving, not receiving. Whether the consumer is purchasing outdoor adventure gear for a dauntless younger sister or buying a gift-card to inspire a timid co-worker into action, our campaign is about giving the gift that no one else does: the gift of outdoor adventure.

REI Back to Campus Survival Guide Booklet
REI Back to Campus In-Store Advertisement
REI Back to Campus In-Store Vertical Banner Ads
REI Back to Campus Campaign Survival Guide Kit
REI Back to Campus Microsite Design

Our strategy called for real personality to connect with a millennial audience. We poked fun at other holiday gifts while highlighting REI products and the experience they provide during the hectic holiday season; we positioned REI as a brand with higher-quality products and services. Together, we created brand content and advertising for social and digital channels that brought our strategy and direction to life while driving engagement.

Our campaign engaged audiences across online media, owned social media, and in-store retail. To drive engagement, consumers had the opportunity to interact with REI through channels such as Pinterest’s shopping toolkit and a dedicated microsite that pushed the deals of the day, reminding people of the qualities of REI gifts.