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

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

MEET  THE  REI  SOCIAL  TEAM  @kelly_ann_walsh

@jruckle  

Honorable mentions: internal brand creatives, photo studio, project management, executive support, our Moms

@lux2  

At 02:32 AM David C. was Skiing in Glennallen

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

 

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

At 05:50 PM Jennifer D. was Exploring in Dead Horse Point State Park

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      

RESULTS  STATS

440K+ total site visits & 29% repeat visitors

71% of traffic came from mobile devices

6.6K+ total photos added

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

300K+ views on YouTube videos

 

ACCOLADES

12/20/12: CSS Awards Site of the Day

1/1/13: Design Links Site of the Day

1/4/13: Fast Company: How REI Put A Bow on Social Marketing and Wowed Customers

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

 

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

Thank  you.    Find  us  at  

@kelly_ann_walsh  @paolojr  

@REI