They don’t hawk their goods anywhere on these sites (a key component to content marketing)––they are solely devoted to being an educational resource for users. Their hashtag: #OptOutside is the battle cry.
Each Monday, together with Branding Magazine, we highlight a new project from across the globe that demonstrates a positive social message with innovation at its heart – showcasing the brands and businesses using creativity to do well by doing good. The general idea behind content marketing is to grow your audience (and retain current customer-base) by illuminating the benefits of engagement in an imaginative, experimental or experiential manner. Marketing Rose Krayer, a retail employee in Albuquerque, New Mexico, commented, “I work retail and I know how much of a difference it makes when your employer sacrifices profit for their employees’ happiness.
The intent here is to separate yourself from the white noise as a credible resource––or thought leader––capable of providing a fresh voice and meaningful information. More importantly, they execute each campaign to near perfection. }); The term content marketing has become a bit of a buzzword in the marketing world over the past few years. This week’s featured brand, outdoor retailer REI, is a study in sustained growth for a radical idea.
Content Strategy This piece of REI’s content marketing maneuvered seamlessly from PR to user-generated social media campaign with users posting photos of their outdoor excursions using the now pervasive adventurer rally cry #Opt Outside. In the image you will see some creative examples ranging from Tips for Happy Camping, Zombie Apocalypse Survival Skills and the The Art and Science of S’mores.
Get the latest and greatest digital marketing + social media tips every week. Tagged under: #optoutside, black friday case study, black friday social media, REI case study, social media case study. Retailer REI chose again to close on Thanksgiving instead of directly reaping the rewards of higher sales on Black Friday (the day after Thanksgiving). Social Media Audit We offer consulting and training services for nonprofits, for-profit organizations, and faith communities so that you can empower your in-house teams, collaborate and schedule your social media more effectively, and reach new audiences with just the right message.
As competition for customers has grown fiercer with the increase in online shopping, traditional retailers such as Sears and Kohl’s have generated headlines and controversy with Black Friday creep. Check out the Co-Op Journal, Expert Advice and Adventures.
Now, let’s take a look at some of the great content they have produced and examine the elements within each campaign: One of the most robust content marketing offerings coming from REI is their, series of websites that provides invaluable information for, Here are a couple examples of other microsites that REI has launched for more robust user-engagement. More importantly, they execute each campaign to near perfection. We hope you join us in spending time outdoors—on Black Friday and every day.
All of this certainly isn’t lost on REI and others. In particular, think about your response in our continuing COVID-19 environment, Why or why not, and support your response. Today, this is no longer the case. For example, the case study makes the point that "Opt Outside" originally was done as a reaction to Black Friday, but has evolved in 2020 to respond to climate change. Their hashtag: … In 2011, Kohl’s and Target began the creep by opening stores at midnight on Black Friday. Keeping it educational and fun––content marketing at its finest. For information on how to unsubscribe, as well as our privacy practices and commitment to protecting your privacy, please review our Privacy Policy. See the outstanding creativity in design, advertising and craft that has scooped the 2020 Pencils.
REI is committed to helping people tap into the joy, renewal and connection that comes from spending time outside with friends and family. Partnerships can take a lot of forms - from tagging your customers in a post to paid campaigns, to brand activations that bridge the online and offline worlds.
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