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
