REI Better Is Out There | Case Study
Case study highlighting how REI extended its “Better Is Out There” brand platform through a custom content partnership focused on environmental action and access to the outdoors. The campaign used documentary-style storytelling to spotlight organizations working on urban tree equity and forest conservation while connecting those stories back to REI’s broader brand mission.
The activation generated millions of video views, exceeded campaign benchmarks, and drove measurable gains in brand awareness and message association, demonstrating the value of purpose-led content as part of an integrated media strategy.
The Challenge
Build awareness for REI’s “Better Is Out There” platform while connecting the brand with younger audiences through authentic stories around conservation, community, and access to the outdoors.
The Approach
Helped lead the campaign from initial concept through execution, contributing across content and media strategy, the UPROXX partnership, campaign delivery, reporting, and measurement. The activation centered on a two-part original video series supported by paid social and digital distribution, connecting REI’s brand platform with environmental action and outdoor access.
The Results
1. Generated millions of video views across campaign content
2. Exceeded planned video delivery and performance benchmarks
3. Drove measurable lifts in brand awareness and campaign message association
The Impact
The campaign demonstrated how an integrated content and media strategy could extend REI’s brand platform through purpose-led storytelling. The activation exceeded performance benchmarks, generated millions of video views, and produced measurable gains in brand awareness and message association.
