REI Discover Your Best Self | Case Study
Case study highlighting how REI extended its brand platform through a multi-publisher content campaign focused on the physical and mental benefits of spending time outdoors. The activation used custom editorial, video, and social content to reach audiences across lifestyle, health, and family-focused environments.
The campaign generated millions of video views and broad audience reach while exceeding key delivery benchmarks and driving measurable gains in awareness, purchase intent, and brand perception.
The Challenge
Expand REI’s relevance with new audiences by connecting time outdoors with personal wellbeing, while demonstrating the accessibility and broader benefits of outdoor experiences.
The Approach
Helped lead the campaign from concept through execution, contributing across content and media strategy, publisher partnerships, campaign delivery, reporting, and measurement. Custom content across Shape, Parents, and Health translated REI’s positioning into distinct stories tailored to each publisher’s audience.
The Results
1. Reached tens of millions of consumers, with campaign delivery significantly exceeding planned reach
2. Increased purchase intent while driving stronger awareness among Gen Z audiences
3. Strengthened REI’s association with spending time outdoors and making outdoor experiences accessible to more people
The Impact
The work pushed REI beyond outdoor recreation and into something more human: the idea that getting outside can change how you feel, how you live, and how connected you are to the world around you. While delivering significant reach and measurable lifts in awareness and purchase intent, the campaign showed the business value of giving the brand a more human story to tell.
